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the Market Creative

Rest Assured bedding brand revamped

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By John Glenday, Reporter

October 7, 2013 | 2 min read

Rest Assured, the bed and mattress brand of Silentnight Group, has undergone a brand refresh at the hands of The Market Creative.

The new look is being rolled out to physical and online retailers and is being backed up by a national trade and consumer marketing campaign from 14 October.

Designed to appeal to the over 40’s the logo sports a new strapline, ‘the bed your back would choose’, in order to promote the health benefits of a good mattress and a purple hue to give a regal air.

Sue Benson, managing director at The Market Creative said: “We’ve taken a brand that appeals to a traditional and more mature consumer to engage the new generation - those in their forties, fifties and sixties who have a younger outlook on life. The strapline alludes to the quality and comfort of a Rest Assured bed and the whole brand identity has been given a more luxurious feel. We used a combination of photography and illustrations in all communications to dramatise the new strapline and emphasise the brand’s credentials for comfort, expertise and innovation.”

Sally Hotchin, Brand Manager at Rest Assured, said: “We’ve rejuvenated the brand to make it more luxurious and appeal to a more targeted audience. As part of launching the new look and feel, we are also equipping our retail partners with additional tools to support them in-store and help drive sales of the Rest Assured range.”

A concurrent campaign will run in House & Garden and Country Living magazines as well as a YouTube pre-roll video.

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