Purple's Ad Conveys the Experience of Feeling Its Supportive Mattress
Laura McQuarrie — June 9, 2020 — Marketing
DTC mattress brand rely mostly on marketing to convey why people should invest in one of their mattresses and Purple's newest ad helps to convey the experience of what it would be like to feel the soft and supportive mattress. The abstract ad wordlessly conveys the qualities of the Purple Grid, which adapts to the body and keeps it cool with over 1,000 air channels and temperature-neutral gel. An essential part of visiting a mattress store is being able to lie down on the floor models to get a sense of how they feel, and this ad functions in a similar way with only dynamic visuals.
Even during an uncertain time when some businesses are struggling, Purple's mattress sales are said to be as strong as ever.
Even during an uncertain time when some businesses are struggling, Purple's mattress sales are said to be as strong as ever.
Trend Themes
1. Sensorial Advertising - There is an opportunity for companies to create dynamic and abstract ads that convey the experience of using their product, rather than simply listing its features and benefits.
2. Temperature-neutral Products - There is an opportunity for companies across industries to develop or promote products that regulate temperature to offer consumers increased comfort.
3. Direct-to-consumer Retail - There is an opportunity for companies to disrupt traditional retail models by selling directly to consumers and leveraging effective marketing strategies.
Industry Implications
1. Mattress Retail - There is an opportunity for mattress companies to differentiate themselves with sensorial advertising that allows consumers to experience the feel of their products before buying them.
2. Home Goods - There is an opportunity for companies selling home goods to create temperature-neutral products that offer enhanced comfort and convenience for consumers.
3. E-commerce - There is an opportunity for businesses to use direct-to-consumer retail models and effective advertising strategies to increase sales and gain market share in various industries.
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