TRINITY, N.C., Jan. 28, 2013 /PRNewswire/ -- Sealy, Inc.
(NYSE: ZZ), today unveiled its 2013 Sealy Posturepedic®
line, a comprehensive new offering comprised of three breakthrough
mattress series that underscore the brand's commitment to support
and quality. Featuring the industry's first true hybrid mattress,
the line allows the brand to take leadership in the emerging hybrid
mattress category with its all-new Sealy Posturepedic®
Hybrid Series, a half foam/half springs design that combines the
two best sleep technologies into one luxurious night's sleep.
"For more than 60 years, Sealy Posturepedic® has been
at the forefront of the latest sleep technologies, and our 2013
line is no exception," said Jodi
Allen, chief marketing officer, Sealy. "We are committed to
leading the industry with the introduction of our new Hybrid Series
by being the first mattress company to nationally advertise and
define what a hybrid mattress truly is."
In addition to the Sealy Posturepedic Hybrid Series, the 2013
line also includes a new Sealy Posturepedic® Classic
Series and a refreshed Sealy Posturepedic® Gel Series.
Each mattress features quality construction and is backed by a
collection of proprietary technologies found in every Posturepedic
mattress, including the CoreSupport™ Center, which offers
additional support in the middle where it's needed most, and the
SolidEdge™ System, designed to create a supportive seating area
around the perimeter of the mattress so the full surface of the bed
can be used without the risk of roll-offs.
In addition, each series offers unique innovations developed to
suit every sleep style:
Sealy Posturepedic® Hybrid Series
- The Sealy Posturepedic Hybrid features a half-and-half design
that delivers the cooling comfort of gel memory foam in the top
half and the deep support of titanium alloy springs in the bottom
half.
- Crafted with advanced OptiCool™ gel memory foam which is more
effective at removing excess heat than standard gel memory foam
alone.
- OptiCool™ is the only gel memory foam on the market to be fused
with Outlast™, which is more effective at removing excess heat than
standard gel memory foam alone.
- In the bottom half of the hybrid mattress is Sealy's patented
titanium alloy Apex™ coils, a two-stage coil design which is softer
at the top for comfort and firmer underneath to provide superior
support. Each coil is also individually encased to minimize motion
transfer between sleep partners.
Sealy Posturepedic® Gel Series
- The Sealy Posturepedic Gel Series offers enhanced support and
gel memory foam in each model to conform to the consumer's unique
shape and weight while promoting a cool sleeping environment.
- The entire mattress is supported by individually-cased titanium
alloy coils. Super-strong and super-light, each Apex coil is built
to last a lifetime and features the same two-stage design used
within the Sealy Posturepedic Hybrid Series to provide comfortable,
deep-down support while minimizing motion transfer.
Sealy Posturepedic® Classic Series
- In keeping with the brand's long standing heritage of support,
the Sealy Posturepedic® Classic Series debuts a new coil
design with the Posturepedic® Classic Coil, a titanium
alloy design that improves the stability and quietness of the bed,
while still giving consumers quality support.
The combination of support and technology comes with every Sealy
Posturepedic mattress because every Sealy Posturepedic mattress is
designed and built in the USA,
guaranteeing the quality expected from America's oldest and best
loved brand.
2013 Marketing Campaign
In addition to the completely refreshed product line, Sealy will
support the new launch with national consumer advertising and an
integrated in-store program.
"Our Posturepedic line is unlike anything else on the market,
and we've reinvented our approach when it comes to advertising and
retail support to ensure our product stands apart in the minds of
consumers and on the show floor," said Allen.
The campaign will feature two new television commercials – one
to educate consumers about the benefits of a true hybrid mattress
and the other to support the brand's overarching marketing
campaign: "Whatever you do in bed, Sealy supports it"™.
The in-store experience will also be redefined. The in-store
program will combine unique fabrics, timeless color palettes and
clear messages to help identify each series distinctly on the floor
and clarify the mattress' key benefits. The entire in-store program
will underscore the brand's commitment to quality and support,
while also making the product look more appealing to consumers.
Web-based support, including digital creative such as Web-based
banner ads, mobile app integration and social media presence via
Facebook, and Search Engine Optimization, will further support
retailers throughout the product launch while drawing consumer
attention to the new product offering.
About Sealy
Sealy® owns one of the largest bedding brands in the
world, with sales of $1.2 billion in
fiscal 2011. The Company manufactures and markets a broad range of
mattresses and foundations under the Sealy®, Sealy Posturepedic®,
Optimum™, Stearns & Foster®, and Bassett® brands. Sealy
operates 25 plants in North
America, and has the largest market share and highest
consumer awareness of any bedding brand on the continent. In
the United States, Sealy sells its
products to approximately 3,000 customers with more than 7,000
retail outlets. Sealy is also a leading supplier to the hospitality
industry. For more information, please visit www.sealy.com.
Media Contact: Jenny Sherman
Jenny.Sherman@mslgroup.com
312-861-5257
SOURCE Sealy