Tontine’s award winning campaign for date stamped pillows results in 20% sales increase
In October, 2010 Australia’s leading pillow maker, Tontine introduced the world’s first pillow with a freshness date stamp, providing a constant reminder to people that the lifespan of a synthetic pillow is approximately two years.
It was launched with campaign created by the since-defunct Happy Soldiers, which went of to win creative awards worldwide – as well as taking out the Grand EFFIE back in August.
Says Adam Heathcote, general manager Tontine Australia: “Since introducing the freshness stamp on all Tontine synthetic pillows last October, there has been approximately a 20% increase in the number of Tontine pillows bought by Australians year on year. On average, Australians are hanging onto their pillows for 2.7 years which is an improvement over the 3.3 years reported before date-stamping was introduced last year but it is still a way to go to our recommended two years.”
Last year, Tontine called on Australians to drop their old pillows into a Tontine Pillow Exchange. Tontine collected approximately 5000 pillows and a scientific study was conducted on a sample of these pillows.
The tests revealed very high levels of fungi and mould in the majority of these pillows, especially kids pillows.
Says Adam Trumble from National Asthma Council Australia: “One in four people who have allergies were first diagnosed in childhood (under 12 years). Research has shown that 43% of people with hay fever allergies report that their symptoms are triggered by dust, or dust mites, which is the second most common trigger behind a change in climate or humidity. He added: “More than 50% of people with allergies report their allergy symptoms affect their sleep, causing them to miss out on a good night’s sleep. 56% of the population currently do not wash their pillows, in fact one in four (26%) don’t clean their pillow at all.”
Just as you need to change the batteries in your smoke alarm, there is now a visible
reminder of the recommended date to replace your pillow.
Tontine date stamped pillows are available for sale at major department stores, discount department stores, specialty stores and supermarkets across Australia.
Tontine will offer limited pillow exchanges in selected locations across Australia during October. Further details are available on their Facebook page.
5 Comments
This strategy seems flawed when “Most Tontine latex pillows are guaranteed for 5 years”
Advertising… Inventing problems to solve since…
This is the best Australian campaign I’ve seen for years.
what a remarkably obvious effort to sell more pillows…perhaps if the pillow had a self destruct date i would even consider tolerating being told told when to change my pillow.
Well guys, you can’t argue with results… oh, yes you can.