Auping strengthens ‘Designed for Life’ brand positioning with new campaign centred on ultimate sleep comfort
At a time when stress and digital overstimulation are threatening our sleep, Auping is expanding its ‘Designed for Life’ positioning with a new campaign. At its heart lies the promise of ultimate sleep comfort, where craftsmanship, innovation and design come together.
The campaign taps into a significant shift in consumer behaviour. People are increasingly struggling with sleep problems due to stress, noise and digital overstimulation. At the same time, the desire to actively improve sleep quality is on the rise. Research by the McKinsey Health Institute shows that 45% of consumers are willing to pay extra for products that demonstrably contribute to better sleep quality.
Dijana Husedinovic, Marketing Director at Royal Auping, says: 'We are witnessing a fundamental shift in the way people think about sleep. In a world where we are always ‘on’, sleep is the foundation of recovery. At Auping, we make no compromises: we combine 135 years of sleep science with Dutch design to create a sleep environment that enables deep, restorative rest.'
The TV commercial, created by creative agency N=5 and directed by Maria Bodil, brings Auping’s ultimate sleep experience to life, showing how it feels to sleep and wake up on an Auping bed. From the NightAir Technology to the sustainable design, every element is crafted to deliver the ultimate sleep experience.
Thijs Bontje, Creative Director at N=5, adds: “This campaign captures what Auping truly stands for: the feeling of sleeping well and waking up refreshed. It’s not about a lifestyle promise, but about what you actually feel when design, technology and sustainability come together in one bed. It’s the sleep you are dreaming of, something you look forward to even before you get into bed.”
In addition to the campaign, Auping is sharing sleep-related knowledge and insights online and through social media. Experts introduce consumers to the latest innovations and offer tips for a healthier night’s rest. This approach reflects a wider trend towards a more conscious approach to sleep, from millennials turning their bedrooms into wellness sanctuaries to the rising popularity of sleep tracking apps and early bedtime challenges on social media.
From its headquarters in Deventer, Auping works daily on the sleep solutions of tomorrow. In its own R&D ‘DreamLab’, designers and engineers develop new technologies for improved ventilation, optimal support, timeless design and more sustainable materials. “This dedication is reflected in our products and in this campaign,” concludes Husedinovic.
Royal Auping has been the leading Dutch sleep specialist for 137 years and remains the market leader in premium sleep solutions. From its base in Deventer, this family-owned company develops and produces mattresses, beds and accessories where craftsmanship, sleep science and iconic Dutch design come together.