Mattress Tub & Past launches new ad marketing campaign

Cindy Davis, EVP and chief model officer, mentioned every part Mattress Tub & Past does is concentrated on serving to prospects understand every room’s potential.

UNION, N.J.—Mattress Tub & Past has launched into a brand new ad marketing campaign centered on making it straightforward for customers to really feel at house.

The “Residence, Happier” marketing campaign will likely be anchored by a 30-second anthem TV spot airing nationally starting April 14. Along with nationwide broadcast and cable TV, the brand new branding effort will embody streaming on-line video, paid social, print, in-store, electronic mail and show.

The purpose of the marketing campaign is to cement the 50-year-old retailer’s authority within the $180 billion house market, an oft-stated purpose of the retailer’s complete development technique.

“For the previous 50 years, we now have made it straightforward for individuals to really feel at house,” mentioned Cindy Davis, government vice chairman and chief model officer of Mattress Tub & Past and president of Decorist, in a launch. “To study much more about our prospects, we lately performed a examine and found that a big majority (69{6e11cad7ac0545e2324fbf6d445e3b83c9482a898fa074d95dae34b306dc1610}) of People agree that their house impacts their general happiness. Greater than 80{6e11cad7ac0545e2324fbf6d445e3b83c9482a898fa074d95dae34b306dc1610} of individuals agree that when they’re proud of their house, they really feel happier on the whole. With these and different key findings as inspiration, we’re re-imagining our model by serving to prospects unlock the magic in each room with every part they should ‘Residence, Happier.’

The survey included greater than 1,200 contributors 18 and over and has a margin of error of plus or minus 3 proportion factors.

“This isn’t solely a promise to our prospects; it’s the constructing block of how we’re reworking our enterprise – in order that every part we do is concentrated on serving to our prospects understand every room’s potential to allow them to embrace the chance in day-after-day,” Davis mentioned.

The corporate will outfit retailer associates with uniforms that mirror the model’s identification, together with aprons, new identify tags, branded face coverings and extra, which it mentioned displays its dedication to creating prospects really feel welcome and enabling them to simply discover a retailer affiliate.

Later this month, Mattress Tub will relaunch its Haven bathtub model as a real owned model, offering a spa-inspired assortment of natural cotton merchandise to create a “bathtub sanctuary.” And in Might, its new opening worth level model, Merely Important, debuts. The family necessities assortment will cross a number of vacation spot classes and rooms.

A complete of not less than eight owned manufacturers will launch earlier than the tip of February 2022.