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Sleep Eze conducts campaign

Prestige Brands has begun a new campaign called “Get the Sleep You’ve Been Dreaming Of” in support of its Sleep Eze line of over-the-counter sleeping pills. Developed by Fuse Create of Toronto, the brand campaign is aimed primarily at consumers between the ages of 35 and 55. It focuses on the product’s ability to counter occasional nighttime sleeplessness due to overwork, tiredness or fatigue. The creative depicts a man waking up in the morning, “eager to face the day” after a good night’s sleep. The campaign will run on television and online in 30- and 15-second versions until March 27. French language adaptation was conducted by Head Space. Media buying was handled by UM Canada.

“We started from the insight that a good night’s sleep is priceless, not because of the sleep itself, but because of what it brings the next morning,” said Steve Miller, executive creative director at Fuse Create. “Feeling rejuvenated, focused and energetic. That was the catalyst to develop a simple but different kind of spot for this category, one that would stand out in a sea of sleepy sameness.”

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