The Challenge:
Serta had launched its iComfort Memory Foam and Hybrid mattress line, one of its premium luxury mattresses, without fully aligning the product with the Serta brand name. The challenge was to take ownership of the iComfort line and reconnect it to the trusted Serta brand, ensuring it could compete effectively in the high-end mattress market. Additionally, there was a need to highlight the product's unique qualities, making it stand out in a crowded and competitive luxury mattress category.
Serta had launched its iComfort Memory Foam and Hybrid mattress line, one of its premium luxury mattresses, without fully aligning the product with the Serta brand name. The challenge was to take ownership of the iComfort line and reconnect it to the trusted Serta brand, ensuring it could compete effectively in the high-end mattress market. Additionally, there was a need to highlight the product's unique qualities, making it stand out in a crowded and competitive luxury mattress category.
The Opportunity:
The opportunity was to refresh the iComfort brand and position it as the ultimate solution for that special time of day when people are winding down and relaxing before bed. The campaign focused on capturing the twilight hours, after dinner and before sleep, when comfort becomes essential. By reintroducing iComfort under the Serta name, the campaign leveraged the brand’s strong reputation for creating high-quality sleep products that enhance this key moment in the daily routine.
The opportunity was to refresh the iComfort brand and position it as the ultimate solution for that special time of day when people are winding down and relaxing before bed. The campaign focused on capturing the twilight hours, after dinner and before sleep, when comfort becomes essential. By reintroducing iComfort under the Serta name, the campaign leveraged the brand’s strong reputation for creating high-quality sleep products that enhance this key moment in the daily routine.
The updated look and feel of the iComfort Memory Foam and Hybrid mattress campaigns conveyed the restful nature of the product line. Brand lockups, graphics, storyboards, videos, and product and lifestyle photography all contributed to a cohesive brand experience that allowed Serta to reclaim ownership of iComfort and strengthen its connection with consumers in the luxury mattress space.
