We're in a market where consumers often struggle to understand the differences between mattresses, a dynamic that often leads to consumer indifference.
Philip Dobbs, Senior Vice President of Marketing, Sealy

Sealy, the nations largest bedding manufacturer, wants to demystify "mattress-speak." After a four month competitive review, Sealy recently chose Cramer-Krasselt, the country's third-largest independent advertising agency, as its agency of record . C-K and its public relations arm, CKPR, will develop national campaigns in North America for all Sealy Posturepedic brands including specialty and innerspring product lines.

"There's a lot of 'mattress-speak' in the industry that confuses consumers, and we look forward to seizing the opportunity to change the category conversation," said Peter Krivkovich, president and CEO of Cramer-Krasselt.

"We have exciting plans for 2008 including several major new product introductions, so it was essential for us to find a partner with a proven track record in innovative thinking and breakthrough creative," said Larry Rogers, President of Sealy North America.

"We're in a market where consumers often struggle to understand the differences between mattresses, a dynamic that often leads to consumer indifference," said Philip Dobbs, Sealy Senior Vice President of Marketing. "C-K won our business because they identified unique consumer insights that we believe will help drive preference for Sealy Posturepedic."

Sealy is expected to begin a significant direct to consumer push in the coming year that will include internet, television, print and out-of-home advertising, in-store marketing and multiple touch point promotions. C-K will also handle media planning and buying and CKPR will create brand and corporate communications programs that complement and extend the campaign.