UNION, N.J.—Mattress Bathtub & Past has launched into a brand new ad marketing campaign targeted on making it straightforward for shoppers to really feel at residence.
The “Residence, Happier” marketing campaign will likely be anchored by a 30-second anthem TV spot airing nationally starting April 14. Along with nationwide broadcast and cable TV, the brand new branding effort will embrace streaming on-line video, paid social, print, in-store, e-mail and show.
The purpose of the marketing campaign is to cement the 50-year-old retailer’s authority within the $180 billion residence market, an oft-stated purpose of the retailer’s complete development technique.
“For the previous 50 years, we’ve got made it straightforward for folks to really feel at residence,” mentioned Cindy Davis, government vice chairman and chief model officer of Mattress Bathtub & Past and president of Decorist, in a launch. “To be taught much more about our prospects, we not too long ago carried out a research and found that a big majority (69%) of People agree that their residence impacts their general happiness. Greater than 80% of individuals agree that when they’re pleased with their residence, they really feel happier normally. With these and different key findings as inspiration, we’re re-imagining our model by serving to prospects unlock the magic in each room with all the pieces they should ‘Residence, Happier.’
The survey included greater than 1,200 contributors 18 and over and has a margin of error of plus or minus 3 share factors.
“This isn’t solely a promise to our prospects; it’s the constructing block of how we’re remodeling our enterprise – in order that all the pieces we do is targeted on serving to our prospects notice every room’s potential to allow them to embrace the likelihood in day-after-day,” Davis mentioned.
The corporate will outfit retailer associates with uniforms that mirror the model’s id, together with aprons, new title tags, branded face coverings and extra, which it mentioned displays its dedication to creating prospects really feel welcome and enabling them to simply discover a retailer affiliate.
Later this month, Mattress Bathtub will relaunch its Haven tub model as a real owned model, offering a spa-inspired assortment of natural cotton merchandise to create a “tub sanctuary.” And in Might, its new opening value level model, Merely Important, debuts. The family necessities assortment will cross a number of vacation spot classes and rooms.
A complete of a minimum of eight owned manufacturers will launch earlier than the top of February 2022.