COMFORT REIMAGINED2016 Campaign Highlights

THE ALL-NEW SERTA ICOMFORT

We transformed the landscape of the mattress industry in 2011

when iComfort gel memory foam was launched. And now

we're making waves again Ð get ready for the all-new Serta

iComfort Sleep System, redesigned from the inside out!

Featuring advancements in gel and coil technology, Serta

iComfort Ð now available in both memory foam and hybrid Ð

intelligently responds to consumers' individual comfort needs.

Our game-changing Triple-Action Gel Technology provides

cradling comfort, support and temperature regulation. Which

all adds up to the comfort that our target consumer has been

longing for.

2

To help support this exciting launch, our 2016 marketing campaign will reach our target consumer wherever they

consume media. New television commercials, online video, desktop/tablet/mobile banners, paid search, PR and

influencer content will encourage consumers to try Serta's most advanced sleep system ever.

COMFORT REIMAGINED

The relaunch of Serta iComfort isn't just changing the

way people experience comfort.

It's changing the way they define it.

With that focus in mind, Serta plays a heroic role in our

new campaign while highlighting this innovative

mattress in an equally beautiful and unique way. All in

an effort to get people excited to experience it for

themselves Ð and see why the new Serta iComfort

Sleep System is Comfort Reimagined. "The reimagined part Ð it's letting people know it's new and this is something cool and big"

Consumer Response

3

MEMORY FOAM

TV SPOTLIGHT

REIMAGINING MEMORY FOAM

Through stunning footage and engaging visual effects, we'll appeal to the viewers' senses in our new TV spot, so they can't

help but feel comfort emanating from it.

The commercial will kick off the peak selling season, beginning May 19 for Memorial Day Ð but you can get a sneak peek

by clicking here!

Want in? The dealer version with :05 tag option will be available on sertaretail.com shortly

44

HYBRID

TV SPOTLIGHT

EXPERIENCE THE BEST OF BOTH WORLDS

The first iComfort hybrid mattress will be showcased in our second TV spot, which will debut starting

August 18 for Labor Day.

Utilizing equally beautiful footage and the same visual effects technique as the memory foam spot, we'll

give viewers an inside look at Serta's unique hybrid technology.

5

TOP EDITORS GATHER IN NEW YORK TO EXPERIENCE ICOMFORT

At an exclusive viewing on April 20, editors from top-tier women's lifestyle and home publications learned about Serta iComfort, adjustable foundations and Serta SleepGPSª with Sleeptracker® Technology Ð all to get Serta's comfort story told in the magazines and websites we know our consumers are reading.

66

MAKING #SERTAMOMS AND KATE HUDSON MORE COMFORTABLE

To drive Serta brand awareness and connect with our target, Serta and popular personalities, The MOMS hosted a "Mamarazzi" event on April 28 with Kate Hudson and Garry Marshall for the film Mother's Day.

90 social media influencers enjoyed a comfortable morning with Serta, eating breakfast, participating in a Q&A with Kate and Garry, getting an advance screening of the movie Ð and most importantly, experiencing the Serta iComfort and Serta iComfort Hybrid mattresses.

7

319MM media impressions generated! 6.8MM #SertaMoms impressions; 495 #SertaMoms tweets

7

2016 NATIONAL MARKETING SUPPORT

8

OVER 3.2 BILLION IMPRESSIONS!Our integrated marketing plan includes high-profile networks and programming, digital display and mobile partnerships, social media, paid search and public relations.

8

May June July August September October November December

National Promotions

Memorial Day

5/18 - 6/6

Instant Savings

Up to $1200

4th of July

6/22 -7/11

Elevate & Save

Adjustable

Event

Labor Day

8/17 - 9/12

Major Savings

Event

Black

Friday

11/17-11/28

Instant

Savings

Digital Display

Desktop, Mobile, TabletPresence all year, plus event and peak season heavy-ups!

Paid Search Presence all year, plus event and peak season heavy-ups!

Video

Broadcast & Hulu5/19 - 5/30

6/23 -

7/48/18 - 9/5

11/17 -

11/27

PRMedia Bedsides &

Mother's Day Movie

Premiere

NEW comfort-focused custom content series featuring

tip & tricks from leading publications and influencers

Social Paid + organic content all year!

Over 3.2 billion impressions.

An integrated marketing plan.

All for the first memory foam of its kind.

REIMAGINE ICOMFORT.

99