Promotion
With a product line that’s differentiated from the rest of the industry, the need to demonstrate unique benefits is almost irresistible. Over the years, Simmons has created advertising and promotions that are as distinctive and memorable as their products.
The 1920s saw one of the most high-profile testimonial campaigns ever launched in the United States. Well-known personalities such as Henry Ford, Thomas Edison, and Eleanor Roosevelt all extolled the virtues of their Beautyrest. In the 1940s, glamour prevailed, with stars like Dorothy Lamour and Maureen O’Hara enjoying sumptuous comfort and support. Bill Cosby and Arthur Ashe promoted Simmons bedding in the 1960s, and more recently, John Madden went to the videotape in sizing up the benefits of the Olympic Queen mattress.
Elephants, celebrities, and politicians have all helped demonstrate the Simmons difference over the years. U.S. Olympic athletes also benefited. They slept on Simmons mattresses during the 1980, 1988, and 1996 Games.
One of the most memorable mattress icons of all time is the Beautyrest “Bowling Ball,” an imaginative way to illustrate how independent Pocketed Coil® construction promotes undisturbed sleep. Like all Simmons advertising, the core concept is carried on down through the retailer and consumer levels.
