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Serta, the #1 mattress manufacturer, launched its first-ever masterbrand campaign, titled, “Declare Peace.” The campaign takes a major departure from the brand’s traditional product/sales focused advertising, which is the norm for the mattress category. Using a more emotional approach, the campaign highlights the record-level unrest and discomfort Americans are facing from today’s always-on culture and the ongoing stressors of everyday life, reminding consumers that a quality mattress can at least alleviate some of the stress of everyday life and give them a chance to slow down, relax and recharge.
Source: MediaPost 5/17/17