CHICAGO—Mattress company Serta has appointed Wheatley & Timmons as its public relations agency. The Chicago-based firm has been retained to introduce a new nationally distributed line of bedroom mattresses that will utilize new open flame resistant technology to make them safer.
Wheatley & Timmons has considerable experience in the home health and safety products businesses, having represented an array of leading brands in categories including fire safety, carbon monoxide alarms and indoor air quality.
“W&T understands how consumers respond to brand positioning and product messaging in the safety arena,” said Kally Reynolds, public relations director for Serta. “Its proposed strategies for launching our new FireBlocker line were a strong indicator of its depth of experience and knowledge of fire safety issues and the consumer’s mindset.”
The agency’s campaign will initially target safety conscious consumers and fire service community influencers to help drive word of mouth on the safety technology. According to the U.S. Fire Administration, there are 20,000 bedroom fires annually in the U.S. that contribute to over 1,000 fatalities each year and the state of California recently passed a law that will require all mattresses sold in the state to be open flame resistant by January of 2005.