Coway's Berex launches '81 combinations' campaign for sleep-tech beds

Coway has unveiled the "Bed Taste Society" brand campaign for its Berex R Series, stepping up its push into the sleep-tech bed market.

The Berex R Series combines stretching functions with motion-bed technology. The lineup centers on lumbar-relief features and rest-focused motion settings, positioning each product as a customizable sleep environment tailored to individual preferences.

The campaign's defining feature is its use of animated characters to represent customers' sleep concerns and lifestyle habits. Coway created characters with distinct lifestyles — including types it calls "Can't Sleep" and "Body Self-Care Devotee" — to illustrate how different users might find their ideal sleep setup.

The campaign's core message is the Berex R Series' "Sleep System 81," which highlights that customers can configure up to 81 combinations by mixing and matching mattress functions, bed sizes, left-right mattress arrangements, headboards and colors. The strategy moves away from treating a bed as a single off-the-shelf product, broadening the range of choices based on each user's sleep habits and lifestyle.

Coway will release campaign videos through its official YouTube channel, Instagram and other digital platforms. Online events will include a sleep-type quiz and comment-based participation, with campaign-exclusive merchandise — sleep masks, keyrings and figurines — awarded by lottery. Customers who take part in a merchandise verification event will also be entered to win a Berex R7 Stretching Motion Bed.

Offline experiential marketing will run alongside the digital push. Coway Gallery stores at Shinsegae Times Square and Gangnam will host Berex R Series hands-on events. On the sixth floor of CGV Yeongdeungpo Times Square, the "Coway Berex" screen is already operating with Berex R7 Stretching Motion Beds installed in every seat.

The intensified Berex R Series campaign reflects Coway's broader effort to expand beyond its rental home-appliance core into the sleep and wellness segment. The company is using the Berex brand — which spans mattresses, motion beds and massage chairs — to bridge the gap between home appliances and healthcare.

"We wanted to make Berex sleep-tech feel more approachable through characters that reflect diverse sleep preferences and through hands-on marketing," a Coway official said. "We will continue proposing sleep environments tailored to different lifestyles and delivering a differentiated brand experience."