Celebrity Acquisition

By: Christine Kapp 

That’s right, SHeDAISY, the all-female country music group is featured in the latest national print and television advertisements for Sleep Number Beds by Select Comfort.  With their catchy song, 23 Days, playing in the background, the commercial shows the girls running around during their hectic touring and recording schedule to find a comfortable night’s sleep in their adjustable Sleep Number bed.

But why did Select Comfort choose the girls of SHeDAISY to represent the comfort and quality of their beds?

I absolutely agree with the marketing team at Select Comfort in choosing SHeDAISY for their new, fresh and fun advertising campaign.  The young and fun image of the girl group seems to be a perfect match for the Sleep Number Beds.  The girls also make the campaign more attractive and exciting to a brand that on its own, may not be so appealing.

Unlike in the past, Select Comfort marketers decided to use an already established celebrity in their 2008 advertising campaign.  It was their attempt to bring about more brand awareness through the popularity of the celebrity.  The decision to sign SHeDAISY to the national ad campaign stemmed from Director of Internal and External Communications, Gabby Nelson, who felt the girls represented the fun and fresh new line of Sleep Number Beds.  She said “With their tour schedule and active off-tour life, they really deserve a Sleep Number bed.”  Their decision to use a celebrity not only increases brand awarenes, but draws in a new target market.  Most purchasing decisions are made by the matriarch of the family and SHeDAISY appeals to that type of market.

Because every day is different, the Sleep Number Bed’s have an adjustable range so you can control the firmness and support of your bed.  With the help of SHeDAISY, the ads show that after a hectic day, the Sleep Number is just the cure for stressful aches and pains.  What a great example to the many Americans who spend much of their day dedicated to work, family and activities.  The ad allows the viewer to see that if busy musicians find down time, then there are enough hours in the day to get a good night’s sleep.

Check out the commercials at http://link.brightcove.com/services/player/bcpidl460906634?bclid=1460754257&bctid=1468242433. 

Tags: 23 Days, Advertising, Select Comfort, SHeDAISY, Sleep Number Beds

This entry was posted on Thursday, May 1st, 2008 at 10:01 am and is filed under Advertisement, All, Celebrity, Consumer Product, Demographic, Endorsement, Marketing, Music, Musician. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.