To sleep, perchance to dream: Spring's new theme for sheets

Bulik, Beth Snyder
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p52
Trade Publication
This article focuses on the advertising campaign of Spring Industries for the Springmaid and Wamsutta brands of sheets in 2000. First month spending of Spring Industries will be higher than the outlay on both brand for all of 1999. Total annual spending on the two campaigns is estimated at 10 to 15 million dollars. The Wamsutta campaign Sleep debuted in March issues of magazines, Springmaid's Dream work launches in April magazines. Ogilvy & Mather handles both the Springmaid and Wamsutta brands. The six initial Wamsutta advertisements feature shot photographs of sleeping people with quippy copy that ends with the single word sleep. The Springmaid advertisements is a series each focusing on a different person wrapped in a Springmaid towel or sheet as he proclaims his dreams.


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