Beautyrest: Sleep First Class by Badger & Winters

Beautyrest is launching a new brand campaign, Sleep First Class. This is the brand’s first new campaign in two years and it was created in partnership with Badger & Winters, Beautyrest's new creative agency partner as of 2019.

With this campaign, the work positions Beautyrest as the best mattress, rather than the cheapest.

Sleep First Class reminds people that there's a next level of sleep, and life, that awaits them when they upgrade to a Beautyrest mattress. The brand is targeting people who understand how important a good night’s sleep is and seek ways to optimize and upgrade their lives — including their mattress.