Simmons wins second marketing award of the year with 'no-bed' campaign strategy

Simmons has won the top marketing prize at the 2026 Korea Product Awards, organized by the Korea Society of Product Science — the bedmaker's second marketing honor this year, following the Marketing Frontier Award from the Korea Marketing Association in June.

The company said it received the award at a ceremony held Friday at Hoseo University's Graduate School of Venture for its brand campaign "LIFE IS COMFORT" and its immersive art performance "The Breath Before Inspiration," both staged this year.

The Korea Society of Product Science has held the annual awards since 1997, recognizing outstanding products and marketing initiatives by domestic companies and local governments.

Launched in April, "LIFE IS COMFORT" reinterprets Simmons' longstanding brand slogan "unwavering comfort." The campaign uses ambient sounds from everyday life in place of background music, with no AI technology involved in its production. The video surpassed 100 million cumulative views within two months of its release.

In September, Simmons staged the immersive art performance "The Breath Before Inspiration" in Seongsu-dong, Seoul, timed to coincide with Frieze Seoul 2026. The event centered on the company's top-tier Beautyrest Black mattress line and combined media art, dance, music and fine dining.

Simmons has been running product-free advertising since 2019. In 2022, it launched the "spacing-out campaign" (OSV), which used repetitive visuals and sounds. From 2020 to 2023, the company also operated pop-up stores in Seoul and Busan that displayed and sold lifestyle goods and branded merchandise — with no beds in sight.

Seo Yong-gu, president of the Korea Society of Product Science, said Simmons had "successfully built brand equity around 'unwavering comfort' by moving away from direct product exposure and embracing sensory-driven branding."