Sleep
First Class.
A case of brand rescue.
When Beautyrest approached us in 2019, the brand was struggling with a lack of enthusiasm from its sales force and distributors. Their previous campaign failed to articulate a clear and compelling value proposition—especially for a mattress priced between $2,000 and $5,000.
Our challenge was to distill the experience of sleeping on advanced mattress technology into a simple, memorable idea—while positioning Beautyrest as a true luxury offering.
The result was “Sleep First Class.” This concept not only reignited sales, it gave distributors a clear story to tell and reintroduced Beautyrest as the ultimate mattress upgrade.
Sleep First Class Films.
We partnered with Tendril Studios and created a series of films to showcase our premium design, describe our state-of-the-art technology, and recreate a luxury experience of relaxation.