You Sleep You
STRATEGIC OBJECTIVE
Coop Home Goods was a single product company. A successful one with digitally born craze surrounding its “Original” fully adjustable pillow. But for future growth it needed to evolve from its AMZ based business and branding approach to deliver a brand that could separate from the archaic legacy brands, defend itself from copy-cats and build a platform for future line growth across the bed.
CREATIVE SOLUTION
A comprehensive rebrand was created around the core insight, “People Are Unique. Everyone Sleep Differently.” This truth was captured in the brand line “You Sleep You” and provided the foundation for content creation, product line expansion and delivering a unique and defendable POV in the space.