OneAgency delivers Mattressman brand building and positioning
Making Mattressman Unbeatable, transforming how a category talks about sleep.
Mattressman came to OneAgency having already undergone a logo update in 2024, with a new look and feel. However, it was missing the deeper work that makes a rebrand meaningful – brand building and messaging, identity and positioning, and an integrated, killer strategy to make it stand out in a crowded marketplace.
Services
The starting point was data
Our strategy team unpacked Mosaic analysis and customer research to understand Mattressman’s key audiences and create core personas.
The repositioning also focused on reasons to believe, and set out new brand pillars to underpin all communications.
Breaking brand codes
Mattressman exists in a crowded, competitive market that includes major established players, online disruptors, and challenger brands. All competing with the same messages and presenting themselves in almost identical ways.
Everything has been said, claimed, or overclaimed. Brands have all defaulted to the same set of codes: soft, neutral visuals; cold, technical language; confusing sleep science and data-led claims.
Although Mattressman couldn’t outspend major players, it could beat them by being different, more closely connected to what customers actually value.
Making Mattressman Unbeatable
Sleep and its benefits are deeply human and emotional. The product is personal, but the way it’s sold isn’t. So we looked at the category in a whole new way.
Most brands focus on the same moment. You see it repeatedly in their advertising – getting into bed, plumping the pillow, pulling up the duvet, switching off the light.
But sleep isn’t the end goal. It’s the starting point.
So we changed the conversation. Because when you sleep better, you feel better. And when you sleep better for less, you feel unbeatable.
Unbeatable sleep
‘Unbeatable sleep’ rethinks how the category talks about sleep, capturing both the rational side of the brand proposition and the emotional outcome of choosing Mattressman.
By making sleep the foundation for a better life, we moved the brand out of a purely functional space and into an emotional, human one. But a feeling on its own isn’t enough.
It needs form, personality, presence. So we brought back an icon.
Bringing back the Mattressman mascot
As a brand, Mattressman has a degree of quirk and charm. Although it leaned into this historically with a larger-than-life mascot, this was removed as part of the 2024 brand update.
But the mascot wasn’t a weakness. It was an asset. It was distinctive and ownable – something that gave the brand a unique sense of personality; a visual and emotional shorthand that helped with cut through and built brand fluency.
So we redesigned the Mattressman mascot for modern audiences, shifting from an overexaggerated execution towards a warmer, emotionally engaging one in tune with current cultural trends for cute, cuddly character design.
The result is a mascot that isn’t just a character used in advertising, but an embodiment of the brand idea – the ultimate expression of unbeatable sleep across both digital and physical worlds.
‘Unbeatable sleep’ gives Mattressman a clear, ownable identity and distinct point of view – a reason to choose, a reason to remember. And not just because of what it sells, but because of how it shows up and makes you feel.
Customers are now engaging with Mattressman as a brand, rather than a catalogue of products, with its personality, tone, and character. They are interacting with something that feels alive. And this is an important shift, because a catalogue of products can be copied, matched, undersold. Brand cannot.
The results prove it:
– PR launch combined potential monthly reach of 20.6 million visitors
– Highest-performing email campaign to date
– Social reach +100.5%
– Social engagement +283%
– Website engagement from social +55.32%
“OneAgency has been a joy to work with – quickly becoming a true extension of our team and bringing energy, curiosity, and plenty of brilliant ideas along the way. They really got under the skin of our brand, our customers, and our market, and it shows.
They helped us define clear brand pillars, uncover what makes us different, and turn it all into a brand story we’re genuinely proud of. Their thinking was bold, creative, and full of personality – bringing our brand to life across social, in-store, and everything in between.
What stood out most was their collaborative spirit and can-do attitude. Always full of ideas (and the drive to make them happen), they delivered a cohesive, standout campaign that cut through across every channel.”
Jodie Huggins
Head of Brand, Mattressman
A social-first digital strategy
Social was a key channel for bringing ‘Unbeatable sleep’ to life in a way that felt human and relevant.
Our social-first strategy was grounded in the new brand pillars and messaging. We created trend-led, platform-native content designed for real engagement.
Working with in-store teams, we injected personality and authenticity, building an online brand presence that people would want to engage with, and helping shift brand perception from a transactional retailer to something far more human and relatable.
The reintroduction of the mascot became a key driver of engagement, with real-world activations creating shareable, personality-led content that made the brand feel tangible.
The creation of Mattressman plushies took this one step further, allowing customers to own and feel ‘Unbeatable sleep’ and tapping wider trends we’re seeing in brand – where brands are no longer just being seen, but experienced.