Beauty sleep or beautiful sleep: Sleepyhead’s new campaign takes a fashionable approach

The New Zealand Comfort Group has channeled Sleeping Beauty in a new campaign for its Sleepyhead Sanctuary bed range, via Special Group, in which a bed meets high fashion.

To secure its positioning as a premium brand, The Comfort Group collaborated with lifestyle magazines Mindfood (New Zealand) and Harper’s Bazaar (Australia) to commission editorial fashion spreads featuring a sleeping model in a range of leading designer wear.

A TVC, directed by Derek Henderson, has also been rolled out, which focuses less on the bed’s features and more on the feeling it creates.

This campaign is Special Group’s first work for The Comfort Group following a pitch win earlier this year and head of marketing Sandra Geange is “stoked with the work”.

“Early feedback from trade and consumers has been tremendous,” she says.

Special Group managing partner Michael Redwood added The Comfort Group’s strong share of the Australian market is a good fit for the agency’s trans-Tasman offering.

The idea of a lifestyle brand branching out into fashion in its marketing is a similar approach to that of Cavalier Bremworth.

Earlier this year, the carpet brand rolled out a new look to match its new product offering, which saw it use fashion to represent its different carpets.

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