‘Memorable and catchy’: Dreams swaps Gillian Anderson for talking mattresses to ‘stand out’
Brand characters, expertise, and an emphasis on physical retail are what Dreams CMO Jo Martin sees as essential to make the brand stand out.
Dreams is banking on a crew of talking mattresses to increase awareness and consideration in a crowded market, as it puts its technology and expertise at the core of its latest marketing push.
The brand wants to celebrate what CMO Jo Martin calls “the two-way relationship people have with their bed”.
“When we get it right for people and they find their perfect quality bed, they literally have an emotional connection to it,” she tells Marketing Week, pointing to research that backs this up.
