ISPA proposes ad campaign
Simmons could chip in $5 million a year
By David Perry -- Furniture Today, March 24, 2008
Baltimore — The International Sleep Products Assn. is considering a multimillion-dollar national marketing campaign designed to boost awareness of mattresses and increase mattress sales.
Meeting at the ISPA Expo here, industry leaders unveiled an outline of the ambitious program, similar in concept to the highly visible "Got Milk" campaign launched by the dairy industry several years ago.
Simmons CEO Charlie Eitel, ISPA's chairman, discussed the advantages of a national mattress marketing program at the Industry Breakfast here that is one of the highlights of the ISPA meeting.
Saying that "leaders go first," Eitel made the first public commitment to the program by a major bedding producer. He said that effective Jan. 1, 2009, Simmons will accrue $2 for every foundation that it sells. That will amount to about $5 million a year, Eitel said, adding that
