Little more than a month after winning the account, Robert Brandt & Associates goes on the air this week with a new branding campaign for Spring Air Mattress.
In addition to 30-, 20- and 15-second TV spots, the estimated $3-5 million effort includes dealer-tagged radio, newspaper, direct mail and point-of-purchase materials. The campaign's tagline is, "The mattress with the just-right feeling." The ads begin this week in selected Southeast markets before expanding to 20-25 markets nationally in January.
In a "Goldilocks" reversal, the TV spots feature a Kodiak bear that finds other mattresses too firm or too soft before falling asleep on a Spring Air. A drawing of the sleeping bear is incorporated with the company logo at the close of the spots.
The creative approach was one of six the Burr Ridge, Ill., agency presented to Des Plaines, Ill.-based Spring Air last month in a review that included incumbent Arian, Lowe & Travis, Chicago.
Jim Nation, Spring Air president, said Brandt's strategy "clearly identifies us both in the consumer's mind and at retail."