What’s happening: Timed with the release of Serta Simmons Bedding’s Perfect Sleeper and iComfortECO collections — which are rolling out now to retailers nationwide — the company is introducing enhancements to Serta.com and kicking off marketing campaigns tied to the new lines.
Why it matters: The updates to Serta.com aim to offer sleepers a more seamless and comprehensive research and shopping solution. Highlight features include more robust content and imagery as well as a guided buying tool so sleepers can select options within a collection and better understand the consumer benefit of each choice.
The site also features omnichannel touch points to enable sleepers to shop however they want to shop, whether that be online or by visiting one of Serta’s retail partners.
The new Serta collections will be supported by national advertising campaigns that began running at the end of April. The iComfortECO campaign, which includes a 30-second video spot that will run across CTV platforms, digital and social channels, focuses on the line’s integration of more sustainable materials.
Meanwhile, the Perfect Sleeper campaign, which includes short-form video content, will run on digital and social platforms, with messages on how the collection helps deliver perfect sleep every night for every type of sleeper.