A Letter from the Deputy CEO: March Increases of Alexicool™ Bedding Sales, page-50

Serta’s iComfort Temptouch is currently being promoted in two separate marketing campaigns in the United States - Mattress Firm’s “Power Off to Technology” campaign and Serta’s “Declare Peace” promotion.

Comfort technology at a low price point is a message that runs through both campaigns. In its campaign kick-off press release, it was noted that “earlier this year, Serta reinvented its most popular mattress collections, offering a variety of models for everyone’s comfort preference and price point.” Meanwhile, in its Memorial Day sale promotion, Mattress Firm is offering the iComfort Temptouch mattress at an exclusive price of $1299.

The following is from a “5 Questions” interview held with the Serta VP of Marketing regarding the Declare Peace campaign.

Q: Steve Wozniak, the co-founder of Apple, recently showed up promoting a mattress manufacturing company called Mattress Firm, and also Serta’s latest mattresses. What was that about?

A: He introduced a new campaign for Mattress Firm with the CEO of Mattress Firm and featured two of our products, and iComfort was one of the [Serta] beds demonstrated there. Our iComfort TempTouch product is one of the new features we have as part of a five-year partnership with Mattress Firm. We’re a long-time supplier but this is a new engagement that is much more robust and active than ever before. We’re doing a lot of co-marketing and we were involved in this promotion with Wozniak.