| Title | We Never Sleep |
| Agency |
Dudnyk Advertising & Public Relations
|
| Campaign |
We Never Sleep - Foamex
|
| Advertiser |
Foamex International Inc.
|
| Brand |
Foamex
|
| Posted | April 2002 |
| Product |
Corporate Image
|
| Business Sector | Manufacturing
|
| Tagline | The irony is we never sleep. |
| Story | "We Never Sleep" conveys the commitment Foamex has to provide the service, support and product innovation that makes their customer, the mattress manufacturers, successful. This is an important differentiator that has been demonstrated to increase customer interest in making Foamex a primary supplier. |
| Philosophy | An analysis of customer needs, competitive position and Foamex capabilities lead to the unique, ownable position illustrated in a memorable, impactful way through "we never sleep." This message has been extended to brand Foamex in all forms of communication with customers and prospects. |
| Problem | Agency research indicated more than 80% of a mattress manufacturer's foam needs are supplied by a single, primary supplier. The company perception as a committed, reliable supplier needed to be enhanced to win them primary supplier position with more manufacturers and increase the volume of foam sold for bedding applications. |
| Media Type |
Magazine
|
| Market | United States |
| Account Director |
Joy Parr-Drach
|
| Creative Director |
Tim Loretangeli
|
| Copywriter |
Jim Jordan
|
| Art Director |
Michele Reinecke
|
