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LPK and Simmons Brand a Sleep Transformation

Getting adequate sleep is one of the most important things you can do for your health. But for many people today, a good night’s sleep is not the norm. As reported by The New York Times, nearly 80 percent of adults in America suffer from sleep deprivation, and 50 to 70 million are plagued by some form of chronic sleep disorder.

LPK is partnering with Simmons Bedding Company, the brand that has been helping the world sleep better for 140 years, on strategic brand positioning and design as they launch smart innovations such as the new ComforPedic® iQ™, a mattress that offers the highest level of personalized sleep support on the market.

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Revealed at the Winter 2014 Las Vegas Market (#LVMKT), ComforPedic iQ is the first and only mattress to utilize SmartResponse™, a self-calibrating technology that continuously and naturally responds to the body without the use of motors, buttons or electronics. Its natural approach to managing sleep issues earned it the endorsement of renowned integrative medicine pioneer Dr. Andrew Weil.

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LPK’s role included trends forecasting, brand strategy, design strategy, experience mapping, verbal identity and product development.

We also partnered with Simmons on the brand restage of Beautyrest BLACK®. Our design and brand strategies helped position BLACK at the head of its category by emphasizing its marriage of high-quality, luxurious fabrics and state-of-the-art sleep technology.

“LPK created an immersive brand experience that showcases the industry-leading—technology meets luxury—story of the Beautyrest BLACK brand,” says Rolf Sannes, Simmons’ Vice President of Beautyrest® Brand Management. “They were able to bring the techno-luxe positioning of Beautyrest BLACK to life in a way that really resonates with consumers, who are seeking the ultimate luxury, better sleep.”

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As sleep becomes more endangered in our technology-driven world, it’s imperative that we redefine the way we view and engage in it. Our work with Simmons is helping consumers understand the value of a good night’s sleep and how the right balance of luxury and smart technology can help them achieve that—naturally.

“LPK’s work helped Simmons understand their consumers’ desires to better connect with them,” says LPK Brand Leader Marisa Gouda. “It’s exciting to be a part of such cutting-edge innovation that’s not just advancing mattress technology, but also working to solve a real health problem by enhancing the way we sleep.”

Don’t waste another sleepless night. Visit beautyrest.com to learn more and find a retailer near you.

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