Replace Every 8

We had a killer insight that over 30,000 people in the UK are sleeping on mattresses that are over 40 years old. Researchers now believe that this is contributing to the nation’s sleep issues (only 12% of us wake up feeling refreshed!). Since working with Dreams, we’ve shown that the brand really cares about getting us all a better night’s sleep, and ‘Replace Every 8’ is an important next step in positioning Dreams as the nation’s sleep experts. As part of the campaign, all new Dreams beds will now be branded with a ‘delivered-on’ date to remind owners that mattresses can only support us properly for 8 years, any older and we see serious impacts on quality of sleep, as well as other health issues. The 60 second clip tells the story of a couple who go through a long series of changes; getting married, redecorating, having a baby, even changing other bedroom furniture, but their mattress stays the same. We see the couple’s quality of sleep decreasing throughout the story, as their mattress passes the 8 year mark.

“Dreams has now called for an industry-wide set of guidelines for the lifespan of mattresses and the introduction of a mandatory ‘snooze-by’ date to bring the products in line with many other consumer product” – The Huffington Post

Our Replace Every 8 campaign is running across TV, Radio, Social Media, digital display and in-store.