UNION, N.J.—Mattress Tub & Past has launched into a brand new ad marketing campaign targeted on making it simple for shoppers to really feel at residence.
The “House, Happier” marketing campaign might 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 aim of the marketing campaign is to cement the 50-year-old retailer’s authority within the $180 billion residence market, an oft-stated aim of the retailer’s complete progress technique.
“For the previous 50 years, we’ve got made it simple for folks to really feel at residence,” mentioned Cindy Davis, govt 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 not too long ago performed a research and found that a big majority (69%) of People agree that their residence impacts their general happiness. Greater than 80% of individuals agree that when they’re pleased with their residence, they really feel happier usually. 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 all the pieces they should ‘House, Happier.’
The survey included greater than 1,200 individuals 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 all the pieces we do is targeted on serving to our prospects understand every room’s potential to allow them to embrace the chance in day by day,” Davis mentioned.
The corporate will outfit retailer associates with uniforms that replicate the model’s id, 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 tub model as a real owned model, offering a spa-inspired assortment of natural cotton merchandise to create a “tub 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 no less than eight owned manufacturers will launch earlier than the top of February 2022.