Badger & Winters Debuts First Work For Beautyrest

Badger & Winters is introducing its first creative campaign for new client Beautyrest that was developed under COVID-19 challenges.

This new campaign, falling under the umbrella “Sleep First Class” brand platform, promotes the Harmony Lux line of mattresses through animation, an overall blue palette, and art imagery.

The TV spot opens with a turtle swimming through an ocean before winding to transform into a mattress while a female voiceover details how each mattress is constructed with sustainable fabrics in partnership with SEAQUAL.

Amp Spotlight Earth Day Edition: How to Save The World

We are proudly helping Beautyrest launch its new eco-friendly Harmony Lux line of mattresses. With the product rolling out just in time for Earth Day, our creative work will highlight how sustainable fabrics can serve the Earth while providing a luxury sleep experience. (A queen-sized Harmony Lux model uses the equivalent of 50 plastic water bottles rescued from the world’s oceans.) It’s an extension of our Beautyrest Sleep First Class campaign and brings to life the brand’s new partnership with Seaqual, a leader in the effort to capture and upcycle plastics from our oceans.

Beautyrest Pivots on Messaging in New Ad Campaign

Beautyrest is introducing the mattress brand’s first brand campaign in nearly two years. The creative work is the first from new agency partner Badger & Winters.

The “Sleep First Class” campaign repositions the mattress brand to emphasize quality, in a change from campaigns in the category that too often stress price and delivery speed.

The campaign’s new tagline underscores this upscale messaging to encourage people to “sleep with first class.”

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.