The adventure that led to the creation of Purple mattress started in 1989 when two brothers, Tony and Terry decided to unite their forces and experience and improve the world of cushioning. This happened because the Pearce Brothers (the two people behind this technology) wanted to make sure their mattress is both comfortable and affordable. As a concept, Purple started being developed in 2013 but it only reached the market as a finished product in 2016. It is the perfect combination between firm and soft mattresses without the problems each of these surfaces usually feature. Purple first pioneered the ‘raw egg test’ as an entertaining marketing gimmick that is both engaging and supposedly explains the product benefit at the same time way back in April 2016.Purple is a mattress brand and stands for the best bed in the world. Yes! A direct competitor for The Sleep Company (but one that does not operate in India, yet) is a mattress brand called ‘Purple’ (based in Lehi, Utah, USA). Amul tried it very successfully with their war against all other butter cookies in India, in 2019.īut, it is not original, and already has 180 million+ views as an idea! To some extent, this is what Sebamed tried recently with their pH balance narrative, though access to pH strips to do the testing is not that simple/easy. – If the eggs don’t break and the mattress absorbs the eggs being pounded at great speed, that means the mattress must be very soft and good!Īnd then there is replicability of the idea – if you order the mattress, you can test the raw egg experiment on your own and depending on your result, be impressed or disappointed.Īs an idea, the ‘raw egg test’ is very intelligent and entertaining at the same time! It uses the power of self-demonstration to offer a semblance of proof (not actual proof) to potential buyers that something can be tested by ourselves and we can be convinced about some claim. – The eggs don’t break – I know how fragile eggs are! The specific elements that go into shaping our thinking: This is an enormously interesting RTB ( Reason To Believe about which I had recently written) that seems like something outright convincing to a potential buyer. ![]() The ad has Anil Kapoor explaining that TSC’s patented SmartGRID mattresses are so good that when raw eggs, stuck to tempered glass, are pounded onto the mattress, they remain unbroken! The highlight of the ad is a test: the raw egg test! ![]() Interestingly, the Indian mattress brand WakeFit had copied an idea from MattressFirm too, in 2019! But this was more of a marketing strategy, not a brand positioning exercise.Īnother mattress brand from India, The Sleep Company (TSC) has just launched its new marketing campaign starring Anil Kapoor (conceptualized and executed by the teams at The Sleep Company, brand studio Anomalous, and production house Another Idea). I had recently written about MattressFirm’s brilliant new idea that I also found to be questionable. The mattress category has witnessed tremendous action in recent times, mainly because of the many D2C brands that have made a beeline for it, following the US model.īut beyond the usual litany of product features and benefits, how can a mattress brand differentiate itself?
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