Burns Group was tapped by Serta Simmons Bedding (SSB) to reimagine this 150-year-old brand as the entry level offering for the company, following our work on portfolio strategy, aimed at creating distinct brand roles to minimize brand overlap and maximize market coverage. Our team collaborated on every aspect of the Simmons brand – creating the new brand identity and packaging, e-retail storefronts and the look/feel/tone of the new DTC site. Burns Group also created the launch campaign, “Just for Fun-ZZZ,” which focuses on living, rather than sleep, to take mattress shopping from a total snoozefest to total FUN. The campaign redefines the mattress category for Gen Z and millennials - celebrating Simmons as fun to shop for, fun to open and fun to follow. “Just For Fun-zzz” will launch in early 2020 via TikTok, Instagram, Twitter and YouTube.
This type of unconventional strategy and start-up mentality to a brand relaunch we see as the path forward for other legacy brands looking to reinvent themselves for the future.