Serta Classic
Known globally for its iconic sheep campaign, for decades Serta® has served as one of the mattress industry’s top performers. The introduction of Serta Classic® aimed to expand the company portfolio while targeting a new branch of consumers with competitively low price points.
Task | Launch the new Serta Classic collection, including six mattresses across two levels. Position the collection as the lowest offering in the company’s assortment. Highlight affordability, Serta’s new value proposition, “zoned comfort”, and lean heavily on the trusted quality of the Serta brand name.
Contribution | All copy across all channels, including the tagline “Classically Comfortable”, while positioning the collection as the company’s most affordable option and supporting its quality with the trusted Serta name.
Result | YoY results TBD
Product Video
The superscript and voiceover are designed to highlight:
Zoned Comfort—Serta’s new value proposition essential across all collections
Affordability
The main collection benefits—pressure relief and support
Upgrades available within the collection
The collection tagline “Classically Comfortable”
Homepage
Within the homepage hero, I introduce the collection by highlighting:
It’s most important benefit: 3 support zones
The models available: Innerspring
The affordable price: $299
The collection’s main value propositions: zoned comfort, affordability, and “classic” comfort
Carousel Images
Product Description Page
Throughout the PDP, I:
Introduce the collection’s three main benefits
Weave in mention of brand-wide benefit, “zoned comfort”
Highlight the ability for upgrades within the collection
Provide a synopsis of the benefits a customer’s selections include
Provide detailed synopsis of the correlation between material and benefit
Creative Direction | Courtney Stewart
Art Direction | Alli Grunthaner Gibicsar
Design | Gretchine Wilson