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For a Broadway show, the phrase “couldn’t keep my eyes open” in a review could be the kiss of death. But for a bed-in-a-box brand, there’s no better praise.
Casper’s latest campaign is focused on promoting its retail ventures, which include the brand’s multiple NYC stores, as well as the Dreamery, the newly-opened space where you can rent a Casper bed-equipped nap nook for 45 minutes.
The focal point of these ads are gushing (made-up) quotes like “Sensational in bed!” or “A total snooze fest!” Printed in old-fashioned fonts, these humorous ads meant to invoke the feeling of a Broadway playbill, Jeff Brooks, Casper’s CMO, said.
“The thought was to fabricate quotes and publications that mimic those of theater reviews, describing what it’s like to spend time in our store and experience our products,” said Brooks.