Natura supports ISPA marketing initiative
David Perry -- Furniture Today, May 26, 2008
Cambridge, Ontario — Bedding manufacturer Natura World has endorsed the International Sleep Products Assn.'s marketing campaign to promote the benefits of a good night's sleep to consumers through a national advertising program.
The company, a manufacturer of natural and organic bedding and accessories, said it will donate $2 for each foundation it sells over the next five years to support the campaign, which is slated to begin in January.
"When you look at other successful industry initiatives, like the 'Got Milk?' campaign, you clearly see how it elevates the message and resonates with consumers," said Natura World President Ralph Rossdeutscher. "We need to transform many consumers' perceptions of a mattress so they understand it is a critical component in their health and well being. Better sleep leads to better performance, and we have to market that."
Natura World's commitment follows an earlier pledge by bedding producer Simmons to contribute $2 to the ISPA campaign for every foundation it sells, starting Jan. 1.
"I believe ISPA is right on the mark with this campaign, and while we will need several more companies to join the bandwagon before we can make this a reality, I wanted Natura World to be the next company (after Simmons) to step up," said Rossdeutscher.
