Simmons Beautyrest: Anatomy of a Re-Branding

Simmons Beautyrest Re-Branding

Simmons Beautyrest- Living Life Fully Charged is the new national branding presented by the Simmons Bedding Company.

simmons beauty rest new logo

Simmons Beautyrest New Logo: Living Life Fully Charged

January 30, 2012 Simmons Bedding Company formally introduced its complete brand transformation, setting the stage for the company’s national advertising campaign- the largest in the history of the Beautyrest brand and the bedding lines offered.

Simmons Bedding Company is betting the house on its Beautyrest brand.  They have rolled out a new suite of mattress lines all flying under the Beautyrest Umbrella.

Beautyrest Marketing:

As part of the overall rebranding initiative, the online presence of Simmons has even changed to reflect the new Beautyrest name and brand. has now become and the Simmons Bedding Company facebook community, as of May 29, 2012 asks that you follow the Facebook Beautyrest Brand community.

Beautyrest Mattress Models/Lines:

Beautyrest is now offering five model lines, two that reach out to the value conscious consumer, yet offer the innerspring coil designs that Simmons has become famous for, and three premium lines featuring their new Beautyrest Recharge Sleep System.

Traditional Beautyrest models offering quality and value-

  • Beautyrest Classic
  • Beautyrest Elite

And three premium lines built around the new Beautyrest Recharge Sleep System:

  • Beautyrest Black
  • Beautyrest TruEnergy
  • Comforpedic from Beautyrest

These Simmons Beautyrest lines are built around and include the Beautyrest Recharge Sleep System.  Recharge blends the cutting edge sleep technologies of AirCool Memory Foam, AirCool Design, and Independent Support Technology to provide a sleep system that helps consumers recharge themselves to ensure they are living a “Life Fully Charged”.

It will be fun and interesting to see how the Rebranding goes for Simmons Beautyrest.  This could be a fascinating case study for us to follow in the coming months.  Those of you of a certain age will remember such rebranding changes as Datsun to Nissan, Coke to New Coke, and Comcast to Xfinity- some of these with greater success than others.  The advantage that Simmons Beautyrest has is the fact that Beautyrest is it’s best-known product and that there is a built in familiarity with the name and what it stands for.