Lattoflex, a division of Recticel Bedding, is a leading specialist in sleep comfort. The brand first came to public attention back in 1957 as the inventor of the slatted bed base. Since then, Lattoflex has become the generic name for slatted bed bases. Lattoflex has also continued to innovate and research technical solutions for relieving the back and spinal column of as much stress as possible while sleeping. However for the past few years, Lattoflex advertising has been along the same lines as most other sleep comfort providers: showing beautiful images and great-looking beds at the latest low promotional price. There was not much in the way of a distinctive message nor was it in line with Lattoflex’s unique product proposition. So it was high time for a change.
For the new Lattoflex communication campaign, we went back to the essence of the brand. The campaign showed a naked back and the message: ‘Listen to your back; it deserves the Lattoflex Effect.’ The new campaign was rolled out in Belgium, Luxembourg, the Netherlands and France through advertisements, letterbox drop leaflets, POS material, showroom displays, a revamped website and a corresponding Facebook campaign. The radio commercials also focused on the word ‘back’ to argue for the importance of a good bed.
As a result of the repositioning, the substance has been put back into the brand and an initial step has been taken to restore Lattoflex to the position it has always belonged: ‘sleep comfort for anyone concerned about their back’. Since the campaign, sales of Lattoflex have done nothing but rise – resulting in Lattoflex being able to regain the confidence of dealers. High-end users have also found their way back to the brand, which was formerly (and is again now) associated with ‘sleep comfort specially designed to spare your back’.
Agency: Focus – Belgium, Flanders