Slumberdown - Marketing campaign and website

Challenge

John Cotton, one of the UK’s leading filled bedding manufacturers, bought the Slumberdown brand in late 2010 with the ambition to relaunch this one well-known brand back onto the UK retail stage. In a highly competitive space with one dominant player, John Cotton tasked fuse8 to create a multi-channel campaign that cut a new niche for the brand that married the companies’ history with their investment in innovation.

Work

The activity has only just begun, but the client is certainly pleased. Phil Atherton, Sales & Marketing Director at Slumberdown parent company John Cotton, said  "Combining Slumberdown’s past with John Cotton’s innovative product development process really excites us and this re-launch celebrates both aspects of the partnership. We wanted an agency who shared our ambitions for Slumberdown and who could demonstrate real creativity in cutting a clear space for us in the marketplace. We were really impressed with the thinking and the creativity that fuse8 presented us and are excited about what their plans are for Slumberdown."

Result

Working in partnership with our PR agency Brand8, and through customer and sector research, we created a whole new space for Slumberdown to ‘own’; a space that was less about getting to sleep and more about how quality sleep leads to a much better day. Launching with a nationwide PR push of ‘Wake up Well Month’ – running through April 2011 – Slumberdown would launch back on the market with a nation press and online campaign around the theme ‘Rise & Shine’. Execution, each focusing on different family members and one of 5 key Slumberdown bedding innovations are supported with a new website (the first for the brand) at www.slumberdownsleepwell.com which lists all the products the distributers as well as providing more information on the science of better sleep and the companies clever bedding innovations.