Get the sleep you've been dreaming of

Sleep-aid advertising is wrought with images of smiling, contented sleepers, tucked in their beds. But through research, we discovered that the act of sleeping wasn’t the true benefit of sleep-aids; it was waking up the next morning feeling ready to take on the day. So, we broke category conventions and focused our Sleep-eze communication on a sunny, idyllic morning our hero wakes up to. As the story unfolded however, there were subtle/quirky cues that kept the viewer guessing – was this all really happening? Or was it all a dream? As it turns out, it was a dream, as we watched our hero wake up at the end of the spot to an actual sunny morning, refreshed and rejuvenated, with fewer ducks and Sleep-eze trucks. We couldn’t promise this product would provide a “good night sleep”, so we leaned into the whimsy of a dream to communicate how Sleep-eze helps you sleep deeply (i.e. when you dream, you’re in a REM sleep state), and that a good night’s sleep, can be a dream come true. This ‘dream’ approach allowed us to stay away from claims and differentiate Sleep-eze from other sleep-aid brands. By abandoning category norms, we were able to achieve the breakthrough the brand needed, driving sales and ultimately strengthening the brand’s leadership position in the process. In fact, after just one week on air, Sleep-Eze had their best sales week in two years (51.8% Increase in Units sold vs. previous five-week average).

Get the sleep you've been dreaming of

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