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Flagship Back Supporter Line; Market Plans Include

Presentation of New Parent Brand Position

January 23, 2011 - On the heels of the 2010 introduction of Sleep Sense™, positioned as the “Ultimate Back Supporter,” Spring Air will introduce at the Las Vegas market several additions and improvements to its flagship line, broadening the appeal and availability of Back Supporter in a range of price points.

The company also will present and promote its new brand position in its main showroom (B-1126), in keeping with plans for 2011 to increase brand visibility and leverage the value of the 84-year-old Spring Air name.

“This is the year that we will ‘close the loop’ on our entire Back Supporter line, reposition our company and substantially increase our brand exposure to the trade and to consumers,” noted company president Rick Robinson.

“More and more consumers also will begin seeing Spring Air again this year as many of the new accounts we added in 2010 begin to promote our brand on their store floors and in local advertising.”

For its Back Supporter line, Spring Air has made perimeter foam encasement available across the entire collection, added new models to its Back Supporter Total Balance® line, and developed several new promotional beds aimed at “making a major value statement with our flagship product,” Robinson said.

“Taken together with our Sleep Sense line, quality Back Supporter products will be available in 2011 from $399 at the value end, all the way up to $1,999 for our ‘Ultimate Back Supporters.’”

The new Total Balance models will feature for the first time a foam-encased wrapped coil construction for a plusher feel. Other models in the line will continue to use an LFK unit for a firmer feel, bringing a firm-plush choice into the collection.

Designed exclusively to relieve pressure on the body, the Total Balance beds will feature various memory foam and latex applications in the upholstery. The beds are expected to retail in queen-size from $599 to $999.

On the value side of the line, Spring Air has developed three new Back Supporter models with perimeter foam encasement and other improvements that add firmness, stability and durability to the beds.

Set to retail at $399, $499 and $599 in queen, Robinson said “these enhanced Back Supporters at the lower end round out and complete our flagship collection. We can now offer both quality and affordability across the entire line.”

During the show the company also will display its full Sleep Sense Back Supporter and Chattam & Wells® product lines.


Spring Air is dedicating a prominent area of its primary showroom to introduce the new identity and position the company has developed for its parent brand. “Over the last 25 years, Spring Air promoted itself using a number of slogans, graphic symbols and celebrity spokespersons, including Vanna White from TV’s “Wheel of Fortune” game show,” Robinson explained.

“The world has changed significantly and we’re a very different company today in terms of who we are, how we operate, what we value and what we want to represent to retailers and consumers across the globe.”

According to Robinson, market research repeatedly shows that the universal reason a consumer decides to purchase a product—especially when it’s a high-ticket, long-term purchase—is and always has been based on trust. The same holds true for what motivates retailers to include a brand in their store offerings.

“When it comes to decision-making about which brand to floor or to purchase, trust plays the most critical role because it embodies the answer to every essential question that leads to acceptance: Do I know this name? Will this product meet my expectations? Will I have made a good decision if I place my trust in this brand?”

Given that trust is the keystone to “permission to buy,” Spring Air has taken a more serious approach in its new brand position by building on the bedrock of trust the company has established over its life span.

“We’ve been known, trusted and purchased by millions of consumers since our founding in 1926, and the equity in the Spring Air name that we’ve amassed over that time is exactly what we want to leverage and communicate,” Robinson said.

Working with brand experts throughout 2010, the company evolved the statement “Trusted by millions since 1926,” which will become Spring Air’s new brand position and slogan going forward.

The statement will be used consistently with the company logo in all Spring Air internal and external communications including product labels, point-of-sale materials, retail advertising, retailer/product presentations and company identity materials—both in the U.S. and overseas.

“This identity speaks not only to who we’ve been as a nearly 85-year-old mattress brand icon, but to how we want to be perceived,” Robinson noted. “It’s about our past as much as it’s about the company we are today and the new future we see for Spring Air.

“We’re not only extremely proud to say it, but we believe in the value and power of trust and we know we’re capable of living up to the high standards it suggests.”

Spring Air has created a “brand support area” near the entrance to its main space to introduce and expose retailers, licensees and the media to its new message about brand heritage and trust.

The company will use multi-media—including a display of new in-store support materials and a continuous-play slide presentation—to demonstrate its brand direction for 2011 and beyond.

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