Forty Winks unveils consumer-facing campaign conducted by AJF Partnership.
Forty Winks is no longer selling beds – it's selling sleep.
Its new positioning has been fleshed out by AJF Partnership, which has also created a campaign for the bed seller around the theme of 'waking up wonderful'.
The integrated campaign which has TV, print, digital, broadcast, and outdoor elements, seeks to shift the emphasis of its communication from the product to the consumer.
“The new brand campaign isn't about selling a bed, it's about celebrating the benefits of sleeping on the right mattress to make every day count,” executive creative director at AJF Partnership Andrew Foote said.
“By putting the consumer at the heart of our strategy we were able to reframe Forty Winks from not only being a seller of quality mattresses but also a quality seller of sleep.”
