Purchasing a mattress has changed dramatically in recent years. A once sleepy category has undergone massive disruption with direct-to-consumer brands like Casper shaking up the market. For a legacy brand like Beautyrest, that kind of upheaval could be alarming, but so far it has helped the company drive more communication with consumers.
“We’re very much trying to capitalize on the conversation around sleep,” said Cameron Purcell, marketing communications manager for Beautyrest, during an interview at Adweek’s recent Brandweek event in Palm Springs, Calif. “There are disruptors. It seems like there are new disruptors in the category every day, but they are still a very small part of the market. We have to make sure we’re capitalizing on our legacy of almost 150 years of innovation and technology.”
That means not only launching new products like Beautyrest’s sleep tracker but also creating unique experiences for consumers, like the company’s South by Southwest sleep experiment with composer Max Richter.
“We try to insert ourselves in conversations about sleep and make it bigger than just the mattress,” said Purcell. “Everyone thinks about sleep all the time. They’re not necessarily thinking about their mattress, but if Beautyrest is fueling the conversation about sleep [we can stay] top of mind.”
Purcell continued, “It benefits everyone—and our brand—to talk about sleep. Even if we’re not mentioned, we join the conversation about the value of sleep.”
While much of the media coverage around the changes in the category has focused on the new direct-to-consumer brands Purcell, noted that an arguably larger change—consolidation of major brands—doesn’t get as much attention.
“We are now Serta Simmons Bedding, those two brands—Serta and Beautyrest—together,” said Purcell. “The other [major companies are] Tempur-Sealy and Sleep Number. Those are the top five players. Three real companies have the majority of the market share, and while there are all these disruptors getting coverage of what they are doing, again, they are not a big chunk of the actual market.”
Still, those larger companies, “the bulk of the industry, we are having to react to these disruptor brands,” said Purcell. “We now have our own mattress in a box under Beautyrest. We launched a new sister brand as well last year. So there are steps we’re taking that we wouldn’t have necessarily considered if there wasn’t so much attention on convenience and making sure we’re delivering our product in a timely manner where people want it.”
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