Brookstone | Vivon

Working closely with New York-based agency, Singer Salt, Cronin Creative rolled out a branding campaign for Vivon, a new kind of mattress. From logo to website to promotional materials (including a video with Cronin-created music), the campaign carved out an entirely new and unique corner of the mattress market.

“SingerSalt’s relationship with Cronin Creative is extremely synergistic. We’re both nimble boutique shops that together can offer Fortune 1000 companies exactly what the big guys give them, but in a whole new way. Cronin Creative has basically become our creative department. They get the vision quickly, and we’re a great team.” – Leslie Singer, Principal, SingerSalt

Challenge

Vivon’s parent company, Zinus, a leading mattress company for Walmart, was faced with the challenge of how to market an “adjustable” mattress, typically associated with hospital beds and the elderly, to a younger demographic.

Solution

Replacing the word “adjustable,” with its geriatric implications, with the younger, sexier word, “positional,” was just one aspect of an overall campaign to market the Vivon mattress to a younger, family oriented demographic. Classic b&w photography captured families spending quality time together, positioning this versatile mattress as a centerpiece in the home of a forward-thinking family.

Result

Vivon was a rousing success on several fronts. A hit with consumers, the product was also a natural fit for Brookstone, who partnered with Zinus to create and market their own version of the Vivon “massage” mattress. The entire Vivon product line went on to win a “Good Design” award from the Chicago Athenaeum.

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