Ad campaign targets Carpenter brands

By Staff -- Home Textiles Today, 12/22/2003 12:00:00 AM

RICHMOND, VA —

Carpenter said it will launch a national advertising campaign in major newspapers, national magazines, radio and cable to enhance the visibility of its Isotonic brand and Sleep Better concept.

The campaign's first phase kicks off in February and runs for six months, followed by a second phase with prime time television spots later.

At the same time, Carpenter has started a public relations campaign with sleep experts — doctors and Ph.D.s around the country — who will speak on the importance of rest and sleep products, intended to enhance the company's Sleep Better shops in retailers nationwide.

The campaign's media include The Wall Street Journal, Chicago Tribune, Los Angeles Times, Good Housekeeping, Better Homes & Gardens, Southern Living, Time, and such cable channels as HGTV and the Health Network.

"We are advertising our Sleep Better product logo as a recognizable standard for the highest quality bed pillows and mattress pads available in both foam and fiber. We want to let people know that Isotonic is the only product line that can stand up to any and all competitors," explained Dan Schecter, vp sales and marketing for Carpenter.