The Serta Mattress Company, which once stood at number three in sales behind Sealy and Simmons, now claims to be the leading mattress producer in the world with sales of over 1.3 billion in 2012. Serta has kept its slogan “We make the world’s best mattress” for over 10 years now, and one must admit it is rather appealing in its hyperbolic simplicity. The cute animated “counting sheep” have starred in their TV ads since 2001 and have become mascots for the company, with their own page and videos on the official website.
In addition, the company has partnered with the National Sleep Foundation, the large non-profit organization that promotes better sleep, bestowing a nice aura of credibility to the company. In summary, Serta has maintained good brand and marketing practices and it has certainly paid off for them.