Select Comfort Seeks Foundation

Lifestyle Benefits of Air Beds Touted in Ads From Kruskopf Olson
CHICAGO–Kruskopf Olson positions air mattress marketer Select Comfort as a company that can improve one’s life and lifestyle in a new print and radio campaign.
The campaign is the Minneapolis agency’s first for the company since it won the $15-20 million retail account earlier this year.
The Plymouth, Minn., client’s previous print ads used medical text-like illustrations, while its radio and direct marketing work relied heavily on celebrity endorsements and focused on the mattresses’ purported health benefits, said KO management supervisor Jean Koelz. The goal of the new work is to give the company’s retail division a stronger identity.
“We needed to undo and rebuild some impressions of the company and stop the notion that this was a niche bed,” Koelz said.
Print advertisements use large photographs to show how beds and mattresses are used for more than just sleeping, said KO management supervisor Jean Koelz.
One ad shows a young couple enjoying a conversation on a bed, with the headline, “Men are from Mars. Women are from Venus. Thanks to Select Comfort, there can be peace on Earth.” Copy highlights a feature that allows for different levels of firmness on opposite sides of the bed.
“The role of the bedroom is becoming more and more important in people’s homes,” Koelz said of the approach.
The ads have no tagline, but prominently display the company’s logo–a cloud in the image of a slumbering person–and slogan, “The air bed company.”
“The company felt they still needed to define who they were and what they made,” Koelz said. The more brand-oriented campaign gives the company a “real opportunity to say something meaningful,” Koelz said.
The campaign is currently running as a test in Minneapolis and Chicago. It is expected to reach up to 30 additional markets this fall, Koelz said.
The client spent nearly $15 million on advertising over the first five months of this year, according to Competitive Media Reporting. Haworth Marketing Communications, Minneapolis, handles Select Comfort’s media duties.