Kingsdown, the nation’s fifth largest mattress manufacturer, was seeking a better co-op ad. Unfortunately, with the mattress industry dominated by Sealy, Simmons and Serta, a co-op ad alone would not move the needle. Co-creation groups, shopping journals and interviews with sleep experts uncovered the fact most Americans fail to attribute their mattress to not sleeping well. Poor sleep is a combination of mental, physical and environmental factors. Upon our recommendation, Kingsdown created the world’s first sleep store. Sleep to Live stores are part sleep clinic, part retailer.