Mattress and pillow manufacturer Tempur has announced it is teaming up with tennis ace Serena Williams to launch its new global campaign.
The ‘Tempur. This Sleep Is Power’ will demonstrate how the unique power of the brand’s products have fuelled Williams’ success on the tennis court over the past 10 years and will continue to support her into motherhood.
The campaign will be supported by record levels of advertising throughout the high-demand summer selling season.
Tempur’s collaboration with Williams is part of an integrated marketing campaign that features the tennis great training on-court showcasing her powerful 193 kph serve and the superior pressure point relief she enjoys by powering up on her Tempur at night.
David Montgomery, president of Tempur Sealy International, said: “Through our new ‘Power’ campaign, which will debut in Australia towards the end May, and will air around the world, consumers are able to see firsthand how current owners like Serena Williams can sleep deeply because of the conforming and pressure relieving properties of the Tempur material, allowing them to find their personal power to tackle the demands of the day.
“As a long-time Tempur owner and someone who lives our brand promise daily, I am proud that Serena is telling her story as a natural global brand ambassador.”
The campaign is the brand’s first global one, with a significant increase in media spend as power behind it. Television will run in six major markets including Australia, UK, France, Germany, USA, and Canada.
Additionally, Tempur plans to activate the campaign digitally in approximately two thirds of the 96 markets in which it sells its products.