Sealy launches first campaign with MSLGroup as AOR

TRINITY, NC: Sealy has launched an integrated marketing campaign, the first supported by its new PR AOR MSLGroup, for its Next Generation Sealy Posturepedic mattress line.

TRINITY, NC: Sealy has launched an integrated marketing campaign, the first supported by its new PR AOR MSLGroup, for its Next Generation Sealy Posturepedic mattress line.

MSLGroup is providing traditional and social media outreach for the campaign, which is built around the tagline, “Whatever you do in bed, Sealy supports it,” created by Leo Burnett. 

“If you look at past campaigns for any mattress manufacturer, they have always been about sleep,” said Joan Cetera, director, consumer practice leader for MSLGroup. “This is really a lifestyle conversation, and that's where we came in on the PR side, which was to take a mattress and not make it quite so scientifically focused around back support.”

Instead, she added, “we want people to think about how their bed plays out in their everyday lives in a fun and different way, from doing their homework on it to playing guitar on the edge of it.” 

Sealy hired MSLGroup late last year. The agency won the business in a joint pitch with sister agency Leo Burnett, after the world's largest bedding manufacturer issued a RFP for a new advertising agency.

The account had been with Cramer-Krasselt in Chicago, which handled both PR and advertising since November 2007. Cramer-Krasselt did not re-pitch for the business, said Kristin Fletcher, the agency's VP, director of agency communications.

MSLGroup has provided campaign and product support at key furniture shows for the next generation Sealy Posturepedic mattress. It also held an event for home-focused bloggers and editors at a tricked-out loft in New York City, in which Sealy talked about all the things you do in bed, including have sex.

“We had sexologist [Dr. Logan Levkoff] as part of our event who spoke to these editors about intimacy, and the difference of intimacy on a spring mattress versus other kinds,” said Cetera. 

Jamie Piper, director of marketing and communications for Sealy, could not be reached for comment.

However, in a statement, she said MSLGroup is helping the Sealy brand reach consumers through different channels. “Consumers are connecting with products more and more through a variety of mediums, most notably, digitally in blogs, Twitter, and online forums,” said Piper. “MSLGroup is bringing our marketing to life by leveraging a holistic, 360-degree approach to PR to reach consumers at every touch point.”

Sealy is now ramping up for a second furniture show this fall in Las Vegas, in which the company will preview what they have planned for 2012. “It is an opportunity to talk to trade media about how Sealy will continue this lifestyle conversation,” Cetera said.

In addition to the Sealy Posturepedic brand, MSLGroup is also supporting Sealy's other brands including Embody and Stearns & Foster.

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