Forty Winks gets serious about sleep in new brand positioning

Mattress company Forty Winks has emphasised the scientific benefits of sleep in its new ‘Wake up to Sleep’ campaign by AJF Partnership.

The 30 second television encourages Australians to prioritise sleep because it results in more energy, clearer judgement, better immunity, improved memory, reduced anxiety and increased happiness.

Forty Winks has released the ad to reinforce its new brand positioning, Serious About Sleep.

The mattress company came up with its new brand positioning based on the insight that one in four Australians are not getting enough sleep each night.

Alex D’Amico, head of marketing at Forty Winks, said in a statement: “Our new Serious About Sleep brand positioning reinforces our category leadership as sleep experts.

“We want Australians to wake up to how important sleep is and rely on Forty Winks to help them find the right bedding solution so they can get the best night’s sleep.”

The campaign is set to run across TV, social media, radio, cinemas and in-store.

Andrew Foote, ECD at AJF Partnership, added: “We are very proud of this campaign which launches a long-term brand platform that will cement Forty Winks’ position as Australia’s premier sleep experts.

“A national conversation around the importance of sleep is well overdue, and we believe that Serious About Sleep will help Forty Winks wake Australias up to the benefits of sleep for all of us.”


  • AJF Partnership
  • Executive Creative Director: Andrew Foote
  • Creative Director: Glenn Dalton
  • Senior Art Director: Ed Carveth/ Sharon Little
  • Senior Copywriter: Sandra Galiazzo
  • Group Account Director: Penny Watson
  • Account Director: Emma Whiteley
  • Account Manager: Matilda Widin
  • TV Producer: Erica Frick
  • Strategy: Pieter-Paul von Weiler, Lani Cush, Hayley Read.
  • Production
  • Production Company: Resolution Design
  • Director: Tim Dyroff
  • Executive Producer: Christine Koole
  • Producer: Richard Haltsted
  • Post Production: Resolution Design
  • Music Composition: Sonar Music
  • Composer: Antony Partos
  • Producer: Sophie Haydon
  • Sound Production: Production Alley
  • Forty Winks
  • David Edwards – CEO
  • Alex D’Amico – Head Of Marketing
  • Forty Winks Marketing Committee

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