| All of the competitors were essentially
making the same claim about comfort, which is a subjective
issue. The consumers’ idea
of comfort differs greatly. |
Since only the individual consumers can
decide what’s
right for them we developed an initiative by which consumers
could literally decide for themselves which mattress provided
the best comfort. |
We created a national series of public mattress challenges
pitting Spring Air against the top three competitors. Spring
Air was preferred in all cases by more than three out of
five people. Results were merchandised in Public Relations
campaign and through retail POS. |
