Presentation to retailers announced: “SleepMaker offered bed comfort with support. That was, is, and always will be the SleepMaker promise.”
Early 1980s introduced the BioBody bed with zoning.
Mid 1980s introduced the Miracoil spring system, the first continuous spring system, and still the most recent innovation in spring technology.
Tagline: “Total comfort with extra support”.
Miracoil becomes an independent identity.
Promotions based on tagline “Comfort with Support”.
Mr Sleepy/Little Boy in clouds, Clouds, Comfort etc. Ingrained in company culture as well as advertising and logo/signage.