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Serta Debuts New National Advertising Campaign "Always Comfortable"

Campaign Launches Across Television and Online Introducing the New iComfort Sleep System by Serta

DETROIT, MI -- (Marketwired) -- 05/21/14 -- Serta, the #1 mattress company in the United States, launched a new national advertising campaign today, created by the brand's lead creative agency Doner. The advertising campaign, which is brought to life in three television commercials and online channels, introduces the new iComfort Sleep System by Serta and celebrates how the brand delivers comfort no matter the situation. The launch commercials, titled "Alpaca," "Champ," and "Testing" will run nationally, and can be viewed at https://www.youtube.com/user/MattressSerta.

"As iComfort relaunches with all new products, we felt this was the time to move from simply communicating product features and benefits to establishing a brand promise as a means for further distinguishing ourselves in the category," said Andrew Gross, Senior Vice President, Marketing, Serta International. "In addition, we saw the opportunity to ladder to our overall Serta brand benefit of comfort and introduce the sense of humor that's historically been part of the brand's advertising, as exemplified by our famous Counting Sheep campaign."

The new television commercials introduce a man with a variety of misguided ideas and his surprisingly supportive wife, who is always relaxing on their new iComfort mattress. In each spot, he enters the couple's bedroom and announces his latest endeavor -- and it's always something that would make most significant others cringe. Yet, she is so comfortable on the iComfort mattress that she's equally comfortable with her husband's latest plan and responds to him with "I'm comfortable with that."

"Serta's new campaign brings entertainment to an otherwise predictable category," said Rob Strasberg, Co-CEO/Chief Creative Officer of Doner. "Through consumer insights, we were able to articulate the brand's vision for the new iComfort in a fun, engaging manner that will resonate with its customers. This campaign will further strengthen Serta's position as the category leader, separating the brand from its competitors and driving overall business results."

About Serta
Serta and its licensees together are the #1 mattress manufacturers in the United States. Serta's product portfolio includes the Perfect Sleeper®, which is the Only Official Mattress of the National Sleep Foundation, and the iComfort® Sleep System, both named Consumers Digest Best Buys. Serta and its licensees also manufacture the iSeries® Hybrid Sleep System and the exclusive Trump Home® and Bellagio at Home® mattress collections.

As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Hotels, Marriott, Intercontinental Hotels Group, Bellagio Hotel, Wyndham Hotels, Omni Hotels, Choice Hotels, Accor Hotels and many more.

Serta has 23 U.S. and 4 Canadian manufacturing plants. In addition, Serta is distributed internationally in more than 150 other countries. With its worldwide network, Serta is able to respond quickly to customers' needs while still preserving strict control standards to ensure the highest quality.

For more information, visit www.serta.com.

About Doner
Doner is a full-service, performance-driven advertising agency that has built on its strong creative legacy to create a truly modern, integrated creative network with offices in Detroit, Atlanta, Cleveland, London and Los Angeles. Doner moves at the speed of business, offering true integration and total activation through proprietary tools and in-house proficiencies including a multi-platform production studio, media planning and buying capabilities, a state-of-the-art digital technology hub -- the Digital Underground, and the Doner Social Currency Index -- a measurement tool that tracks overall brand visibility. With over $1.5 billion in billings, Doner is a part of the MDC Partners network and serves clients including JCPenney, AutoZone, Choice Hotels International, Chrysler Group LLC, Stanley Steemer, The Coca-Cola Company, Cox Communications, DuPont, Harman, Serta, Sherwin-Williams, Smithfield Foods and The UPS Store.

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