We generated a 9-month backlog forthe world’s most expensive bed.
Let’s start with the results:
When venerable Swedish bed manufacturer Hästens retained BARKER to relaunch the brand, we didn’t just build sales around the $70,000 top line model – we blew up the factory.
Having effectively created a new “category of one” in ultra-luxury bedding, BARKER’s campaign boosted sales over $50MM, attracted 15% expansion in retailers, and marked the first nude advertisements in Vanity Fair, Departures, and Robb Report. Interestingly enough, the campaign was banned in Sweden.
This film shows how it all came together...
Global print customized for each region: We transcreated the campaign into 9 languages in over 20 countries.
We used a fashion strategy to transition the brand from utility to luxury.
The launch was supported by experiential events around the globe.
Today, Hästens is firmly established as a “category of one,” the world’s most luxurious bed. Needless to say, the client has no problems sleeping.