Jewel the face of Carpenter consumer campaign

-- Home Textiles Today, 7/20/2009 2:44:00 PM

Richmond, Va. – Popular singer/songwriter Jewel will be the face of a promotional campaign by foam sleep products manufacturer Carpenter Co.

Jewel will take part in the company’s “Sleep Better. Dream Bigger” effort, a project sponsored by Carpenter’s consumer-oriented resource for health information and sleep advice, www.sleepbetter.org.

The program, which kicked off July 15, will conclude in August with a concert in Jewel’s hometown of Stephen, Texas, where she lives on a working ranch with her husband, champion bull-rider Ty Murray. Over the coming month, the singer – who recently released a collection of lullabies -- will appear on several television programs to promote the importance of a good night’s sleep.

“Jewel recognizes as much as anyone the straight line that can be drawn between sleeping well and dreaming big, and she will help us amplify that message across the country,” said Dan Schecter, vp, sales and marketing of consumer products at Carpenter.

Also as part of the campaign, journalist/novelist Dan Gearino is taking up residence in Stephenville, where he will write blogs about local citizens’ hopes and dreams for the sleepbetter site. The 111-year-old home from which he will work serves as headquarters for a showroom of sleep products. Visitors to the home can take a quiz to determine their ZzzzScore.

This new Carpenter Co. campaign is Jewel's second such advertising gig this year in the home textiles product category. Earlier this year, she signed on as upscale area rug manufacturer Karastan's 2009 "Make a Statement" print publication advertising campaign.