WWTT? Simmons Relaunches Legacy Brand, Eyes DTC Opportunities

Are you getting enough sleep nowadays? In this episode of “What Were They Thinking?” Melissa shares how Serta Simmons Bedding’s legacy brand relaunch is shaking things up for 2020, which kicked off earlier in the year.

The Simmons brand has been known as a luxury offering, first introduced in 1870. But, in order to not just survive the ever-changing consumer landscape, but to thrive in it, a brand has to be willing to evolve, and Simmons is doing that. The mattress brand has reinvented itself as a playful, value-priced “first mattress,” perfect for the Gen Z audience who might not think of Simmon’s mattresses as a viable option for their lifestyles.

For the relaunch, Simmons has set its sights on disrupting the disruptors, like Casper, and its new “Just for Fun-ZZZs” marketing campaign offers a fresh digital and social experience via a new website and social channels to reach Gen Z and young Millennials.

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