Carpenter Kicks off Sleep Better Campaign

Staff -- Home Textiles Today, 6/8/2009 12:00:00 AM

Richmond, Va. —

With the recession in mind, The Carpenter Co. is launching its new national marketing campaign under the theme: "Sleep Better, Dream Better."

The campaign, which kicked off last week and runs through September, will promote the idea that there's a connection between a good night's sleep and the ability to achieve one's dreams. The foam pillow, pad and mattress topper manufacturer commissioned a survey of more than 1,000 U.S. consumers and found only 56% are getting at least six hours of sleep per night. Eight hours is the amount of sleep recommended by health experts.

The study also polled respondents on their aspirations. Only 36% said they have put their dreams on hold during the past six months, and 78% said their dreams can be as big as those of their parents. But 80% said it will be more difficult for the next generation to achieve its dreams.

"The bottom line — and I find this amazing — is that America is still filled with dreamers," said Dan Schecter, vp of consumer products. "But when it comes to sleep, there's a gap between what people say is important and what people actually do."

The campaign will include special promotional events featuring sleep and life-goal experts as well as new online elements at Carpenter's consumer-oriented website www.SleepBetter.org. Life coach and motivational speaker Marcia Wieder will make apperances on behalf the program as will clinical psychologist and author Michael Breus.

"The entire sleep industry should ultimately benefit from this initiative," said Schecter.

Carpenter will also introduce two new foams to aid in better sleep. Qualtex uses a proprietary chemistry to create pads that allow air to breath through the foam. DuraLife is a patented convolute that disperses body weight and is guaranteed to last for the life of the owner's house. "It will never go flat, never crack, never break," said Schecter.

The new Perfect Zone line of molded products features individual modules that move as the sleeper moves.

In nine months, Carpenter will expand its research facilities by opening its own sleep center and laboratory. "It's a huge investment," said Schecter.