L&P launches Virgin Mattress online contest

May 4, 2010 Full story: Furniture Today 13

To promote its new VertiCoil Edge innerspring, Leggett & Platt is launching a national contest for consumers.

Full Story
SellingMyStock

United States

#1 May 5, 2010
a truly sad state of affairs. this is nothing short of letting frat house bar bums run your marketing department. not sure this is how this company used to be one the nations most admired companies. clearly management has lost their collective minds!
FurnitureDude1

Springfield, MO

#2 May 7, 2010
I'm stunned! Can't understand what was going through Dave's mind to ok THIS TYPE OF MARKETING! THAT COMPANY IS BETTER THAN THAT! The old guard would have never gone there and they can do better. Shame, shame!
swegener

Chesterfield, MO

#3 May 7, 2010
PLEASE!!
The first Webisode was really funny, and would have attracted attention.'Keep up or step aside. Marketing today is not the same as yesterday. In fact, pulling the webisodes will probably create more demand for them...or is this yet another marketing ploy?
SellingMyStock wrote:
a truly sad state of affairs. this is nothing short of letting frat house bar bums run your marketing department. not sure this is how this company used to be one the nations most admired companies. clearly management has lost their collective minds!
SellingMyStock

Springfield, MO

#4 May 8, 2010
swengner- As you would probably say "whatever"! It's moral decadence! Pepsi did something very similar a couple years ago with an iPhone AP about picking up girls and same thing happened. People got fired over it....sweetheart, and it's not about the marketing vehicle..it's horribly bad theme.
FemalePointOfVie w

Atlanta, GA

#5 May 10, 2010
Ok As THRILLED as I was to see a company in the mattress industry utilize the power of social media , I, too, was appalled by the CONTENT shared at the Bedding Conference.

The idea of creating an ongoing webisode format was interesting, although a bit outdated from a social media standpoint. The edginess of the production was really good. The message, however, was extremely offensive to many in my older demographic as well as many in the younger demographics who attended the Bedding Conf both male and female. Does the industry need to utilize social media channels? Absolutely! Are webisodes one great way to do it? Again, a bit outdated, but they can be quite effective. Does the message need to center around hooking up and all that is really troubling about the X/Y generations? Come on - we can do better!

The focus of the conference was to introduce a male industry to the way the female mind works in regard to making important retail purchasing decisions. The content of the webisode not only was completely inappropriate, but also not a great way to start a Conference entitled "Its All About Her." As Bridget Brennan tactfully commented, "I thought it was directed at men."

This industry does need to step into the 21st century and shake it up - a lot. Please, just not this way.
swegener wrote:
PLEASE!!
The first Webisode was really funny, and would have attracted attention.'Keep up or step aside. Marketing today is not the same as yesterday. In fact, pulling the webisodes will probably create more demand for them...or is this yet another marketing ploy?
<quoted text>
Jim

Carthage, MO

#6 May 13, 2010
FemalePointOfView wrote:
Does the message need to center around hooking up and all that is really troubling about the X/Y generations?
<quoted text>
Are you saying that the X/Y generations are somehow less moral or ethical than past generations? Didn't the baby boomers live through the sixties? I agree that there are some troubling issues going on right now, but I don't think that they center completely around the X/Y generations.
Leggett Partners

Cleveland, TN

#7 May 13, 2010
Speaking on behalf of all concerned Leggett & Platt employees who are afraid of speaking out for fear of retribution, we are embarrassed that our employer put something out there that is so degrading to women and offensive to so many. The Virgin Mattress Marketing campaign was a very misguided effort to be cutting edge and it backfired. Can't believe this went public. The language was disgusting and the images totally inappropriate. Leggett & Platt refers to it's employees as "partners" yet to date, no statement of apology has been issued to the "partners" of Leggett & Platt which makes us wonder if the management team thinks this is no big deal. The buzz at the L&P water cooler is disbelief at how passive management has been concerning damage control. It's as if the concerns of L&P "partners" are discounted and not that important. Management obviously wants us to feel that we are the bad guys for voicing our concerns over this marketing snafu. When will L&P truly be "partners" with their employees. We're waiting for the opportunity to feel connected to our company and take pride in our public image.
Give me a break

Carthage, MO

#8 May 14, 2010
To Leggett Partners: If your management was not listening to you they wouldn't have pulled the project.

As for anyone that wants to say that female or consumers feel that it was in bad taste what is your opinion based on? How many people are you talking to? How diverse is that sample? Are you saying that you speak on behalf of all women/boomers REALLY? Let's be clear...this is YOUR opinion which you are entitled to but don't be so arrogant to assume you know the opinion of the consumer unless of course you have done some kind of research to support that.

As for those on their morality high horse, I would love to see what you record on your DVR and what kind of movies you watch.
swegener

Columbia, MO

#9 May 14, 2010
I am offended that SellingMyStock believes that due to my opinion, I would use phrases such as "whatever". I am a 44 year old married woman with a 22 year old daughter. I have a college education and 20 graduate hours.
People who are supposedly offended by the X/Y generation and open discussions about sex are hypocrites.
This add wouldn't have made even ripple on prime time television in Europe. American's create perversity through denial of human nature.
I don't understand why people degrade generation X and Y. They are the offspring of Baby Boomers, so who is responsible for the way they behave? They are more dedicated to their causes than previous generations and because of social networking are quickly and easily mobilzed.
I hope the webisodes come back. When couple think about buying a bed, two things are in the forfront of their minds. One of them is sleep.
L_P NONCONSUMER

Chattanooga, TN

#10 May 15, 2010
To Give me a break: No. I am not giving you a break. I'm not giving you my business, in this or ANY of your markets. Yes, I said you. You speak like a true company man.
"If your management was not listening to you"? Give ME a break! You listened to them because they are a cross section of your market. You may be immoral, but you're not entirely stupid. You think you're on the BBQ now, thank your employees for checking you. You have your characters using terms like "laying pipe" and "rogering a bird". Do you speak that way to YOUR wife? To your mother, daughter, sister? Of course you don't because it's crass, immoral and very degrading to women!!
I have great respect for the average American woman. Every woman I know who saw this video was disgusted, as was I. Yes, this is MY opinion that I am entitled to, but I'm not entitled to YOUR OPINION in my family living room. Who's being arrogant? It is you, and you show a grave disrespect for women everywhere. I am just an average man, a major part of your market, and I was enraged at what you were doing to women. Give ME and America a break!! Resign your upper level position, whatever it is.
swegener

Chesterfield, MO

#11 May 16, 2010
This add was not intended for living rooms. The guys in the video were not speaking of "laying the pipes" to their significant others. They were shooting the breeze with each other, over a couple of beers.
I saw the webisode. I am a woman, I was not disgusted. I was amused.
I cannot understand what some of you mean by immoral.
Neither sex nor the discussion of it are immoral.
Because some uptight investors threw a fit, the web adds were pulled.
Perhaps the company should put labels are their mattresses stating: "These mattress are intended for sleep ONLY. Any sexual act committed on this bed will be viewed by some of the company's investors as 'immoral'. Do not remove this tag under penalty of law."
The new adds could play to moral individuals. Perhaps couple could be portrayed sleeping in separate twin beds. This way L and P could sell more mattresses, and no one would be trampling all over decent people's rights to tell everyone else what is moral, or degrading.
partner

Joplin, MO

#12 May 19, 2010
Very sad state of affiars if this is the best that can be done for marketing. If this is the image of the company going forward I am sure that Leggett will never see the 2 dollar dividend Haffner said that Leggett will be be paying in the future.
Corny People Demographic

Cleveland, TN

#15 Oct 27, 2010
The first episodes of the Virgin Mattress, released back in May, were supposedly created to appeal to women. In fact, it degraded women and was immediately pulled after all of the negative feedback. The new episodes, released in October, appear to target the Corny People of the world. Congratulations to the Leggett & Platt Marketing Department. You have gotten our attention in Corny World. Me and my Corny friends love it. We are typically 15 to 20 year old males and we love corny stuff like flicking buggers and stuff. If we ever buy a mattress, I can assure you it will probably be a Virgin Mattress from your company. We really enjoy how the episodes seem to go nowhere with no serious content. Me and my corny friends don't like serious and we certainly don't want to think too hard. Thanks again for your hard work and targeting our group. There is just simply not enough corny stuff out there for dudes like us. You should all get a raise.

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