Bedding industry steps up emotional marketing competition; Ace Bed ads top 100 million views for the second consecutive time

[Financial News] Ace Bed is broadening its connection with consumers by adding emotional elements to its longstanding brand message, ‘A bed is science.’ It is changing its brand marketing by moving away from the traditional approach of directly explaining a bed’s construction or technological capabilities and instead using fantasy-style videos to convey the refreshed feeling after a good night’s sleep.
 According to industry sources on the 16th, Ace Bed’s ad ‘The Science That Defies Gravity,’ released last August, has surpassed 100 million views on YouTube. It marks the second consecutive ad to reach 100 million views, following ‘The Science That Defies Time,’ released in January this year.
 In this ad, Ace Bed also retained its existing brand message, ‘A bed is science,’ while focusing on conveying the value of restful sleep as experienced by consumers. Rather than directly listing the product’s features, the ad visually portrays the feeling of one’s body becoming lighter after a good night’s sleep.
 This ad is the third episode in the ‘Ace in Wonderland of Strange Science’ campaign, which began last year. Ace Bed is conveying the value of restful sleep to consumers through an ongoing campaign that combines fantasy elements with its established brand identity of ‘science.’
 This trend shows that brand marketing in the bedding industry is expanding beyond emphasizing product features to communicating the experiences and emotions consumers feel.
 This past April, Simmons reinterpreted its existing slogan, ‘Unwavering Comfort,’ through its ‘LIFE IS COMFORT’ campaign. The campaign is notable for emphasizing psychological comfort in everyday life, going beyond the functional comfort of a bed. Simmons is pursuing a distinctive advertising strategy, including releasing five videos that minimize shots of beds and exclude background music and artificial intelligence (AI) technology.
 An Ace Bed representative said, “This ad offers a fresh take on the refreshed feeling after a good night’s sleep that everyone has experienced at least once, using ‘gravity’ as its motif,” adding, “We will enable consumers to experience Ace Bed’s unique brand heritage of ‘bed = science’ in a distinctive way.”

[email protected] Kim Hyun-cheol Reporter