THE BRANDS PLAY ON; COMPANIES CONTINUE TO EXPLORE METHODS OF GETTING THEIR NAME OUT TO THE MASSES.

HFN: The Weekly Newspaper for the Home Furnishing Network, July, 2004 by Kunkel, Karl

Byline: Karl Kunkel

Branding has lost none of its luster, as bedding manufacturers explore new ways to connect their products to a consumer's memory. Humor opens the doors, as Sealy and Serta will attest.

Sealy has enjoyed continued success with a new generation of its humorous. "It's a Sealy" campaign of television commercials. As the 2004 Summer Olympics ramp up, Sealy, official bedding supplier for the U.S. Olympic teams, will roll out still more Olympic-oriented humor.

Bemco Associates Inc., official mattress of the U.S. Gymnastics Team, has already begun a push of its Champion model sleep set with poster boy Paul Hamm, current World and U.S. Men's Gymnastics champ.

"As a U.S. Gymnastics Team sponsor since 1990, we have access...