Serta is rebranding themselves on TikTok to reach Gen Z. To adapt to the shifting preferences of today’s shoppers and reach younger customers, Simmons is revamping Serta by giving the brand a new identity (“Just for Fun-ZZZ”), a direct-to-consumer site, and launching a campaign on TikTok by partnering with five influencers and using an original track “Snoozzzapalooza.” The brand is hoping the social campaign will allow them to better compete with industry disruptors like Casper, Purple, and Leesa—and reach young people who are, or soon to be, “living on their own for the first time” and might need basic furniture like mattresses. (Adweek)
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