Cocoon™ by Sealy Brand Launch
by Jason Majewski
Tempur-Sealy, the world’s largest mattress manufacturer recently launched a new direct-to-consumer mattress, Cocoon™ by Sealy. Catering to today’s demand for convenience, simple online ordering and choice, Cocoon by Sealy is a beautifully designed, premium memory foam mattress that arrives at your doorstep in a box.
While the “bed-in-a-box” category isn’t new, the quality level that Cocoon by Sealy delivers is. It’s a truly amazing product, which can be attributed to 135 years of Sealy mattress expertise.
As the creative agency of record for Cocoon by Sealy, we couldn’t be more excited to share the story behind the launch of the brand. Our contributions include brand strategy and development, packaging design, photography direction, creative campaign, ongoing social media management, content creation and management of the Cocoon by Sealy Blog.
The ‘My Happy Place’ campaign is based around the idea that your bed is the centerpiece of your bedroom, and your bedroom should be much more than a place to lay your head. It’s a manifestation of identity and style. It’s your creative space. It’s your go-to space—an escape, a retreat.
In other words, the bedroom can and should inspire happiness. And when you have a bed that you absolutely love, it becomes easy to create a space that brings comfort and happy vibes into every day. Knowing that our audience values creativity, seeking inspiration and upgrading the home, we set out to build a brand that could be all about quality, comfort and style.
We brought the campaign to life across our various touchpoints through a series of ‘My Happy Place’ stories featuring several inspiring creatives discussing their bedroom style, their new Cocoon by Sealy mattress and what makes their bedroom a place of comfort and happiness.
Our ‘My Happy Place’ stories informed much of the campaign, from digital media to social.
We’re thrilled to have this brand off the ground for the world to see, and it’s only getting started. Follow along:
Photography by James Merrell
Styling by Martin Bourne
Brand Music by Ben Sollee
Cinematography by Matt Sundin