Carpenter Co. campaign raises awareness on quality sleep

By Staff -- Home Textiles Today, 4/17/2006 12:46:00 PM

Richmond, Va. – Carpenter Co. has launched a national advertising, marketing and public relations campaign to raise consumer awareness of the quality and quantity of healthy sleep, as well as products that support it.

Among the fascinating tidbits revealed by the Carpenter Co. Sleep Better survey: 34% of respondents said the quality of their sleep is worse now than it was five years ago; 67% said a pillow is very important to get a good night’s sleep (about half prefer a medium pillow); and 31% of American pet owners like to have their pets sleep with them regularly!

Dan Schector, vp sales and marketing for Carpenter’s Consumer Products Division, said the company is developing new products that address sleep quality. He asserts that consumers will pay more for better products when feature-benefits are clearly called out. The survey and other components of the campaign highlight the findings of Carpenter Co.’s research associate and WebMD specialist Michael Breus.