Simmons Unveils 'Bed with a Bed' Advertisement

Simmons presents the bed advertisement 'Made by SIMMONS' featuring beds. The first episode showcases the flame-retardant mattress.
[Photo by Simmons]

[Asia Economy Reporter Kim Jong-hwa] Simmons launched its 2023 brand campaign 'Made by SIMMONS' on the 1st. This time, it is an 'advertisement with a bed in the bed.' Simmons chose a straightforward approach emphasizing 'what only Simmons does, and other bed brands do not' in the bed manufacturing process.

The new brand campaign consists of three parts: ▲a flame-retardant mattress developed proactively as part of ESG management that does not easily catch fire ▲a clean production process with 1,936 steps, which is on a different level from other factories ▲extreme R&D tests that exceed national official standards.

In making a single bed, Simmons highlights its unique differentiation by considering even parts that are unnecessary or not even thought about, creating a flawless bed, and clearly presenting 'why Simmons is different and what makes it different.'

The flame-retardant mattress segment deals with the flame-retardant mattress, which is well known as a representative ESG initiative of Simmons beds. The flame-retardant mattress, which does not easily catch fire, prevents 'Flash Over,' an explosive fire engulfing the entire interior during a fire, securing a golden time for occupants to evacuate. It also ensures the safety of neighbors in multi-family housing such as apartments, which are typical residential areas, including adjacent and upper units. For these reasons, the distribution of flame-retardant mattresses has already been legislated in OECD advanced countries such as the United States, the United Kingdom, and Canada.

Simmons beds are the first and only in Korea to apply international standards (ISO 12949) and domestic standard test methods (KS F ISO 12949) to all general household pocket spring and foam mattress products produced through their own production system, releasing mattresses that meet flame-retardant standards and obtaining related patents.

The 1,936-step clean production process segment vividly depicts Simmons' cleanliness in production, which is close to obsessive-compulsive disorder and on a different level from typical factories. Simmons states that since beds enter homes, come into direct contact with users' skin, and sleep is directly linked to health, a clean production process like that of food manufacturing facilities is natural, while also pointing out the reality of most domestic bed factory facilities that do not meet this standard.

The extreme R&D test segment describes Simmons' obsession with quality. Simmons beds conduct quality tests that exceed national official standards with a sense of responsibility to present new quality standards. Since the standards set by the government are the minimum that must be met and not the criteria of mattress experts, Simmons applies higher standards than the national official ones as mattress experts.

A Simmons representative explained, "This advertisement is a straightforward approach reflecting consumers' needs that only safe products that can be trusted and used should be distributed in the world, along with the message that 'sleep is directly linked to health.' It shows the essence of Made by SIMMONS by emphasizing what only Simmons does and what other bed brands do not."

This content was produced with the assistance of AI translation services.