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Simmons Launches New Campaign and Partnership with Tom Brady

Simmons
May 09, 2016
(ATLANTA – May 9, 2016) –Simmons Bedding Company, LLC (Simmons) announced today an exclusive partnership of its luxury Beautyrest Black® brand with championship-winning football star Tom Brady for the brand’s new Dream in Black campaign. The partnership will empower consumers to get deep, restorative sleep with the new line of Beautyrest Black mattresses.
 
Simmons understands that sleep does not just play a vital role in good health and well-being – it’s a luxury that Americans deserve and crave. In fact, a recent survey[1] revealed that nearly three in four working Americans (73 percent) would give up a portion of their salary to get a good night’s sleep, proving that sleep is the ultimate luxury that Americans want most.
 
“It was really important to us to find someone who embodies the Beautyrest Black luxury lifestyle – someone who is committed to the ultimate in quality, performance and style,” said Jeff Willard, Executive Vice President of Marketing for Simmons. “Tom Brady exemplifies this persona and lifestyle, which makes him the perfect partner for our Dream in Black campaign. This partnership, coupled with a premium product line and a breakthrough integrated marketing campaign, elevates Beautyrest Black and provides a compelling brand story for our retail partners.”
 
“When you think luxury, a designer watch or a sports car may come to mind; but as an athlete and a father, sleep is the ultimate luxury,” said Brady. “I am extremely selective in the brands I partner with. That’s why I’m excited to team up with Beautyrest Black on the new Dream in Black campaign – I believe that a good night’s sleep is incredibly important.”
 
Simmons is launching the partnership and campaign today with a rich array of content, including but not limited to new television and digital spots created by global communications agency KBS.
 
"Our challenge was to reinforce Simmons’ position not only as the leader in mattress technology but also as experts in luxury; Beautyrest Black is the perfect representation of that luxury," said Jon Goldberg, Executive Creative Director at KBS. "We knew consumers would trust Tom Brady's discerning standards for luxury and take his cue that the perfect night of sleep requires nothing more than a Beautyrest Black mattress." 
 
In the commercial, hitting network broadcast and cable networks nationwide today, Brady explores a lavish hotel in search of the perfect room — which contains nothing but a Beautyrest Black mattress.
 
The line of Beautyrest Black mattresses is available at retailers nationwide. For additional information, visit Beautyrest.com/Black.
 
About Simmons Bedding Company, LLC
Atlanta-based Simmons Bedding Company, LLC (Simmons) is one of the world’s largest mattress companies and the maker of Beautyrest®. Simmons markets a broad range of products including Beautyrest Recharge®, Beautyrest® Platinum, Beautyrest® Platinum Hybrid, Beautyrest Black® and Simmons BeautySleep®. In addition, Simmons and Beautyrest brands are distributed internationally in more than 110 countries and serves as a key supplier of mattresses to the world¹s leading hotel groups and resort properties. Simmons is committed to developing superior mattresses and promoting a higher-quality sleep. For more information, visit Beautyrest.com, or follow Beautyrest on Facebook, Twitter and YouTube.
 
Forward-Looking Statements
This press release includes forward-looking statements that reflect our current views about future events. The forward-looking statements in this press release speak only as of the date of this press release and are expressed in good faith. However, these forward-looking statements are subject to a variety of risks, uncertainties, and other factors that could cause actual results to differ materially from Simmons's expectations, including, but not limited to, operational pressures, including our ability to launch new products on a timely basis, the success of our new products and costs related thereto; our product liability, intellectual property and other litigation claims; and strategic decisions, including potential acquisitions and personnel realignments. We undertake no obligation to update or revise any forward-looking statements, either to reflect new developments or for any other reason.
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[1] Wakefield Research conducted between March 31 and April 7, 2016 among 1,029 U.S. men and women ages 18 and older. The margin of error at the 95 percent confidence level is +/- 3.1 percentage points. Survey sponsored by Beautyrest Brand.