Burnett Demonstrates HealthSmart Bed

CHICAGO Simmons Bedding Co. is returning to national advertising for the first time in four years with new television and print ads from Leo Burnett touting the company’s HealthSmart bed.

The ads are part of a $15 million campaign for the new product, which features a zip-off mattress top that can be laundered or dry-cleaned, according to the client. The spot, which features a woman demonstrating the product attributes, breaks today and will run on cable networks and selected syndicated programs.

“We decided that a product as unique as the HealthSmart bed deserves a significant introduction to let consumers know that a clean and healthy sleep environment is possible,” said Scott Whitaker, vice president of marketing at Atlanta-based Simmons, in a statement. “There’s no better way to communicate the benefits of HealthSmart than to demonstrate its functionality, so that’s the basis of our ads.”

In addition to the consumer television and print ads from Publicis Groupe-owned Burnett of Chicago, the campaign will also include trade advertising and public relations from Trone Atlanta and interactive marketing from 360i, also in Atlanta. Media is handled by Publicis Groupe’s Starcom North America in Chicago.

In addition, a coupon for a HealthSmart mattress will be featured in goody bags offered to celebrities during this week’s Fashion Week in New York.