Situation Analysis
Beautyrest Brand is the #2 selling mattress company in the U.S. but, like most retail brands, lacks brand awareness, especially among Millennials. Competition is fierce, with disruptor brands investing heavily in experiential marketing efforts, touting themselves as "cute" and "convenient."
The challenge to the agency: shift the way media and consumers talk about sleep and show how high-quality sleep can fuel human potential, while educating consumers on Beautyrest innovations and technologies that are 150 years in the making.
The target is forward thinking and constantly seeking new and personalized experiences. At the same time, they are craving better...