Forty Winks has undergone a complete brand relaunch, focusing on its mission to help sleep-deprived Aussies.
The first brand refresh since 2019 launches with a humorous campaign that introduces audiences to ‘The Unslept’.
The film features characters including Mouth Breathers, Side Sleepers, Toss ‘n’ Turners, Cover Snatchers, Hot Sleepers and Doom Scrollers.
Each of these exhausted people exhibit some of the common sleep problems shared by 48 per cent of the population*.
Damian Lucas, national advertising and marketing manager at Forty Winks, said the business is thrilled with the film.
“Forty Winks has been serious about sleep for almost 40 years and the new campaign perfectly encapsulates the vision for our next chapter – to help Australians ‘Go to better sleep’. The film concept and creative is unlike anything we’ve done before, and it was a joy to work with our talented partners to help bring it to life.”
Agency leads Forty Winks brand relaunch
Brand experience agency, Akcelo led the brand relaunch.
Simon McCrudden, strategy partner at Akcelo, said “Poor sleep is one of the major health issues facing Aussies, and with their sleep science and staff expertise, Forty Winks helps Australians get the sleep they deserve. In answering this brief, we needed to find a way to demonstrate these proof points whilst also giving the brand a unique voice that reinforces Forty Winks’ leadership of the sleep category.”
‘The Unslept’ will also appear in out of home advertising, social, monthly retail and upcoming product films.
The Forty Winks business, trading for nearly 40 years, is keen to promote its sleep expertise and patented bedMATCH® technology.
‘The Unslept’ campaign marks a new chapter for the heritage brand which has more than 100 stores across the country.
