Forty Winks dedicated to helping the ‘great unrested’ get some sleep in new campaign
Forty Winks has unveiled a new campaign which sees the brand depart from its usual exclusive product based advertising and introduce a new positioning “We won’t rest until the great unrested are fast asleep in their perfect bed”.
The new campaign from McCann explores moments in consumers lives “where sleep is elusive, yet longed for”.
Forty Winks CEO James Hayward said in a statement: “The team at Forty Winks are passionate about our positioning and are 100 per cent committed to this cause.”
The new positioning was the outcome of a series of workshops with store owners that asked the question what does the brand stand for.
Credits:
Client: Forty Winks
- CEO: James Hayward
- Group Manager, Product and Marketing: Kara Norris
- Advertising Manager: Kimberley McClure
Agency: McCann
- Creative Director: Annie Price
- Art Director: Mathew Hine
- Copy Writer: Simon Gross
- Group Account Director: Jaclyn Currie
- Account Director: Ilana Sztal-Susman
- TV Producer: Chelsea Nieper
- Strategist: Danish Chan
- Production: 8com
- Director: Tim Gibbs
- Producer: Annie Schutt
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Lovely spot and – dare i say it – a welcome rest from the otherwise deafening retail noise on TV right now.
Well done Forty Winks. I really hope this works for you. You should be well rewarded for taking such a refreshing approach to this otherwise pretty tired category.
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Wow, what a surprising and refreshing change to ‘SALE, SALE, PRICE, PRICE’ ads screaming at you from retailers. This one tells me that these guys are giving more than a good price. Nice work.
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Wow that ad made me feel tired and sleepy and desire my mattress. Great job!
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