Brands have been pivoting to market to Millennials like there’s no tomorrow. And for brands that actually don’t evolve, that’s actually true. But for Tempur-Sealy International, the world’s leading bedding company, they tapped into their innovative DNA to not just compete in the bed-in-a-box category, but transcend the category beyond the convenience of shipping by building a brand world that truly gets the consumer.
Chief Creative Officer
Cornett | Tempur-Sealy International Brand Team
When you hear about Millennials and their impact on marketing and products, you hear a lot about disruption. But underneath that behavior, largely driven by technology and culture, is an incredibly creative generation of people. With a keen sense of design, and appreciation for the details around a brand world, and not just the product, Cocoon by Sealy was created to not only appeal to Millenials, but anyone that considers their bedroom as their refuge to find their happy place.
From brand manual to packaging, we made the brand an end-to-end experience.
Unboxing videos dominate YouTube, so we made it fun for design enthusiasts to open up.
Influencer marketing can be more than reaching followers with product placement - when done right, the stories of these creative forces of nature can inspire the viewer. Respecting the craft of designers, entrepreneurs and creators around the country, Cocoon captured their stories with cinematography and photography inspired by the architectural images of Julius Shulman. With motion, design and storytelling all crafted from the inception of the brand, the Cocoon brand came to life within a few short months.
The team built a catalog of images for always-on content for Cocoon social channels, and a comprehensive influencer strategy that spanned all platforms, including unboxing demos and honest reviews. The branding and design of the product and packaging made for an immersive identity, making the influencer activation a fun and visually stunning experience.