A Bed-in-a-Box for the Discerning Consumer
Luxury bed manufacturer Harrison Spinks approached Cool Blue, having previously worked with the agency on a number of projects for its other brands. In collaboration with The Herdy Company, the business was poised to venture into the ‘bed-in-a-box’ mattress market and was looking for a campaign to set it apart from other products in an increasingly crowded market.
Develop a stand-out brand to launch the new herdysleep concept, portraying it as a luxury brand within an emerging market.
The Launch Event
Our experiential team made sure the launch was memorable, relevant, and had maximum engagement. Our strategy was simple—why shout about how comfortable herdysleep mattresses are when key influencers can do the job much more loudly for us.
So we hosted a one-week hotel takeover of two suites at the luxurious London Edition Hotel and invited the media to spend the night. We dressed the rooms with herdysleep mattresses and other Lake District delights—handpicked to reinforce the provenance of the brand.
We targeted key journalists covering national, home interest, women’s and lifestyle titles and invited them to spend a night in a herdysleep suite. Editors from The Telegraph, Metro, Elle Decoration, Country Life and Homes & Gardens took up our invitation, with the resultant coverage exceeding the client’s expectations.
The team at Cool Blue was responsible for writing the campaign copy. We agreed on a friendly and inclusive voice for the brand, using informal everyday language across all elements.
Brand Book Design
We developed a suite of product books incorporating the photography we commissioned, showing a range of trend-led bedroom looks for the following seasons.
Alongside shots of the mattresses in-situ they also included interviews, design details and information about how the mattresses are made.
In Just Nine Months:
eyeballs reached through editorial coverage
leading national media editors tried the mattress
eyeballs reached through social media
herdysleep was awarded:
Best Rural Start Up
Rural Business Awards
Best Eco Living Solution
Express Home and Living Awards
Best Eco Product
Your Home magazine, Home & Interior Awards
The Daily Telegraph
“The idea that it’s possible to create the ‘perfect’ mattress using memory foam has raised a few eyebrows. The latest entrance in the bed-in-a-box market, Cumbrian company Herdysleep, offers just that; traditionally tufted, hand finished mattresses with thousands of pocket springs. The upshot is the most luxurious rolled mattress on the market.”