Member Article

The Market Creative refreshes Rest Assured brand for new generation of oldies

The Market Creative is launching a new brand identity for Rest Assured beds and mattresses, which is part of the Silentnight Group.

The new, more luxurious look and feel will be rolled out across independent retailers and major chains such as Amazon and Paul Simon. It will be supported by national trade and consumer marketing campaigns from 14 October 2013.

Customer insight drove the development of a new strapline ‘the bed your back would choose’ appealing to people aged over forty who are looking to ease the aches and pains of everyday life with a comfortable night’s sleep. The brand image has been updated with more emphasis on Rest Assured’s crown graphic and the use of purple to reflect the regal tone of the imagery and brand heritage.

The Market Creative has also conceived a consumer advertising campaign to support the relaunch. With a reach of 10 million, it will target women through national magazines such as House and Garden and Country Living. Digital advertising includes a targeted digital display campaign as well as a YouTube pre-roll video.

A series of materials for the in-store environment have also been created including branding and information to make the point-of-sale more engaging - encouraging shoppers to hop-on and try the beds for themselves.

A trade toolkit has been developed for retailers with a full suite of POS to ensure that the brand is clearly visible and consistent instore. Additional trade activity includes press advertising and a stand has been created to support the Rest Assured relaunch at the National Bed Federation Exhibition.

Sue Benson, managing director at The Market Creative said: “We’ve taken a brand that appeals to a traditional and more mature consumer to engage the new generation - those in their forties, fifties and sixties who have a younger outlook on life. The strapline alludes to the quality and comfort of a Rest Assured bed and the whole brand identity has been given a more luxurious feel. We used a combination of photography and illustrations in all communications to dramatise the new strapline and emphasise the brand’s credentials for comfort, expertise and innovation.”

Sally Hotchin, Brand Manager at Rest Assured, said: “We’ve rejuvenated the brand to make it more luxurious and appeal to a more targeted audience. As part of launching the new look and feel, we are also equipping our retail partners with additional tools to support them in-store and help drive sales of the Rest Assured range.”

This was posted in Bdaily's Members' News section by The Market Creative .