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The company which produced Tempur mattresses and pillows had unveiled a new advertising and marketing campaign in the US.
In an attempt to broaden the company's consumer profile, Tempur-Pedic International will launch its new marketing campaign with a breakthrough TV advert.
Under the slogan "Welcome to bed", the company will aim to highlight the strong connection between sleep and wellness and the health benefits of Tempur mattresses. The advertisements will aim to position the products as "night time therapy for body and mind".
The advertising campaign was due to begin in the US towards the end of May. Announcing the launch, Rick Anderson, president of Tempur-Pedic North America, said: "Today's consumer is more educated than ever before and more demanding about the wellness products they purchase.
"This new direction speaks to the significant importance people are placing on their sleep needs."
Earlier this week, rugby star Kyran Bracken revealed that sleeping on a Tempur mattress helped him overcome a long-term back injury.
Classic Bed Company is the UK's premier bed store for ultimate comfort and luxury offering Tempur, Vi Spring and French Sleigh beds
Invest in a Tempur mattress to get your own "night time therapy for body and mind".
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