Targeting lovers, or maybe just wanna bes.

2/16/11

If you live in New York or Boston, your Super Bowl experience included a cleverly naughty little ad from Sealy’s. Instead of anatomy lessons, specifications or sheep, we got afterglow; and a suggestive tagline “Whatever you do in bed, Sealy supports it.” (Greenberg, 2011)

The company points out that in order to arrive at the strategy they skipped focus groups and went directly to consumers to find a way to connect with them on an emotional level. And while they didn’t say how many people were actually having sex, versus how many would like to, I’d say that they succeeded. At least for me. And since I am in the market for a new mattress at the moment I say good for them.

How about you? Would you rather think about making love or padding and coils?

Here’s a link to the commercial in case you missed it.
http://www.youtube.com/watch?v=qH3tqvnU9z0&feature=related

Greenberg, K. (2011, February 9) Sealy: A Good Mattress Is About More Than Z-z-z’s. mediapost.com. Retrieved February 15, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144636