Sheex

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a proposed rebranding campaign for Sheex (high performance sheets). goals: improved awareness, brand association & user experience.

Marketing

* WHO YOU ARE
· est. 2007
· revolutionary sleep system
— sheets, pillows, sleepwear, etc
· unique fabric
— athletic performance wear

* WHAT YOU HAVE
a quality product
backed by science, loved by users
“
“
“
The first night I slept on my new
Sheex sheets, I slept through
the night without waking up.
I just sleep so well, they should
be called dream sheets. I brag
to others about these sheets.
Incredibly comfortable, and
really help if you tend to
perspire. Holding up well wash
after wash. I will never go back
to cotton sheets.
bedbathandbeyond.com

* BIG IDEA
Going to sleep can be difficult.
Sheex makes it easy to sleep.

* INSIGHT
· People get too hot, sweaty, or cold
to sleep
· People willing to spend on sleep
· People want better sleep
· Sheex is the solution.

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Sheex

2. * WHO YOU ARE · est. 2007 · revolutionary sleep system — sheets, pillows, sleepwear, etc · unique fabric — athletic performance wear

3. * WHAT YOU HAVE a quality product backed by science, loved by users “ “ “ The first night I slept on my new Sheex sheets, I slept through the night without waking up. I just sleep so well, they should be called dream sheets. I brag to others about these sheets. Incredibly comfortable, and really help if you tend to perspire. Holding up well wash after wash. I will never go back to cotton sheets. bedbathandbeyond.com

4. * CHALLENGES new product what is sheex? saturated category why pay for sheex over regular sheets? unclear brand messaging is this athletic wear? is this lingerie?

5. *

6. * BIG IDEA Going to sleep can be difficult. Sheex makes it easy to sleep.

7. * INSIGHT · People get too hot, sweaty, or cold to sleep · People willing to spend on sleep · People want better sleep · Sheex is the solution.

8. * DISTRIBUTION currently proposed

9. * THE CAMPAIGN rebrand (logo & site) packaging print OOH

10. *NEW LOOK

11. *WEBSITE

12. *PACKAGING

13. *PRINT

14. OOH: Hotels

15. OOH:Airlines