Honoring the Extraordinary
We believe every brand has the potential to be extraordinary. But getting there isn’t easy. It takes creativity, vision and, most importantly, a courageous client.
This year, LPK launched a new award to honor those courageous clients. And just last week, we presented our partners at Simmons Bedding Company with the first-ever Extraordinary Brand Award for our collaboration on the reinvention of their luxury premium brand Beautyrest Black.
“We really value our partnership with LPK, and it’s so exciting to receive this inaugural award,” says Rolf Sannes, vice president of global marketing and licensing for Simmons. “Last year we took Beautyrest Black to a whole new level, and the momentum is continuing. We experienced double-digit growth in sales for 2014, and we’re trending for a similar push in 2015!”
LPK helped Beautyrest move beyond selling breakthrough technology and high-end fabrics to selling the ultimate luxury for today’s mattress consumers: better sleep. By shifting the focus from the product to the sought-after experience it offers, we brought the Beautyrest Black brand story to life in a way that resonated with sleep-deprived consumers, helping the brand and its mattress dealers drive sales across the brand’s complex retail chain.
“Together, we delivered a game-changing retail experience, transforming the showroom from a sea of white rectangles into a sensuous union of luxury and technology, where the ultimate aspirational sleeping experience awaits,” says LPK Creative Director Brian Akers. “The combination of colors, patterns, textures, finishes and lifestyle photography delivers a sense of confidence and indulgence that appeals to today’s luxury consumer.”
“It’s inspiring to work with a client like Simmons, who refuses to let the security of ordinary hold them back,” says LPK Group Director Matt Fearn. “They could have gone with a ‘safer’ rebrand for Beautyrest Black, something consumers and retailers would have expected—perhaps not even noticed. But instead they reached for something better, introducing something entirely new for the category, taking a commodity and giving it a soul.”
The Extraordinary Brand Award recognizes work that brings to life the single most powerful and motivating idea behind LPK—our promise of extraordinary brands. The award is presented annually to a brand that has demonstrated measurable success in transcending the everyday limits of ordinary, a brand that truly delivers on our criteria for extraordinary: gut appeal, anchor, twist, ownability and relevance.