You’re dreamin’: Sleepyhead, Slumberzone and Sealy’s attempts to sell sleep

No doubt the bed makers were happy to see Arianna Huffington extolling the virtues of sleep, lambasting the burn-out culture of the corporate world and promoting the idea of nap rooms at work during her recent visit to New Zealand. And here are a few recent efforts to get Kiwis buying a new rest station from a vampirical Sleepyhead, a rugby-loving Slumberzone and a design-savvy Sealy.  

Tapping into the still potent vampire zeitgeist (Freakonomics just released a podcast about what vampires can teach you about economics), New Zealand’s number one bed manufacturer, Sleepyhead, has ‘vamped’ up its popular Sanctuary range with the help of Barnes, Catmur & Friends and Lassoo.

As a release says: “The ad offers a 21st century spin on the traditional vampire myth. It shows a glamorous vampire waking up feeling refreshed and vibrant after sleeping in a Sleepyhead Sanctuary bed, giving her the best sleep in … 2000 years.” 

Sleepyhead didn’t see the need to ride on Halloween’s coattails and the 15 and 30 second ads, which feature the tagline ‘Don’t rise. Shine’, went to air on November 2 and will appear across TV and online.

As we wrote last week, getting an endorsement from a rugby player is a proven New Zealand marketing tactic. A commentor alerted us to one we hadn’t seen: Ben Smith’s glowing praise for his Slumberzone bed. And there’s some top quality contemplative staring at the end there from Smith and a glorious . Reminds us a little bit of the Late Night Big Breakfast.

Not to be outdone, Sealy called on New Zealanders to get in to bed for a good cause in October and, for the second year, it asked a few creative types—artist Askew One (Elliot O’Donnell), fashion designers Denise L’Estrange-Corbet from World and Juliette Hogan and interior designer LeeAnn Yare—to design a bespoke fabric panel for a Sealy Posturepedic Exquisite bed.

Like a Victorian ankle, the colourful creations would presumably just peek out from underneath the blankets, but that didn’t stop the four beds from bringing in $17,961 after being sold on TradeMe, with all sales going to the NZBCF to help fund research and support women with breast cancer. It also launched a limited edition Pink Ribbon bed, with $200 from the sale of each bed donated to the charity.  

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