Hula Bedding Co. Product Launch Campaign

The client wanted to launch a new company in the ultra-competitive online, roll-packed foam mattress industry. Competitors like Casper and Tuft & Needle had quickly turned the bedding industry on its head, and these and others had become dominant brands.

We developed an in-depth marketing strategy, sizing up the competition and finding the chinks in the armor that would allow Hula Bedding Co. to target the right customers and build market share. Given that the Hula Bed and companion pillows were made of coconut foam, the branding focused on a tropical vacation approach, with the tagline, “Your Dream’s Vacation.” The product launch included a new identity centered around an illustrated, family-friendly hula girl, which we rolled out to a new fun and funky website, product packaging and targeted remarketing campaigns across the web and social media, including holiday. We also developed several complementary pieces, including a custom box cutter and a card with a referral discount prompt.