As the UK’s most trusted sleep brand, Silentnight continues to shape the future of the sector through bold brand-building campaigns and product development, to offer solutions to every sleeper. Over the past 12 months, Silentnight has invested significantly in both areas, strengthening its market leading position, driving value for retail partners, and inspiring consumers to sleep better.
Last year the Airmesh featuring a pioneering 3D honeycomb layer engineered to optimise airflow around the body and address a key consumer demand for mattresses that support cooler, more restorative sleep won Bed Industry Awards Product of the Year. In early 2025, UltraGel and MemoryCool were introduced. UltraGel is 8% more breathable than Silentnight’s previous Geltex range and 17% lighter, while the infused graphite in MemoryCool brings a 15% improvement in heat conductivity.
This year’s Bed Show will see Comfort Breathe debuted, a direct response to growing consumer demand for products that regulate temperature throughout the night. Comfort Breathe helps prevent overheating and provides consistent comfort to sleepers – a solution that’s especially relevant as UK summers become warmer and sleep comfort moves higher up the wellbeing agenda.
The ‘Sleep Great, Britain’ campaign highlighted Silentnight’s 80-year heritage and its ability to deliver high-performance sleep solutions at scale. Running across TV, video on demand, YouTube and social media it achieved Sky’s highest scores for both viewer relevance and attention: not just of bed brands but of all advertisements. On YouTube, two-thirds of viewers watched the full advert, despite having the option to skip. This level of engagement underscores the campaign’s ability to connect authentically with audiences and demonstrates Silentnight’s position as a brand that resonates with modern consumers.
The impact has been tangible: over the past year, Silentnight’s overall brand awareness has grown and it has also succeeded in targeting the hardest to reach audience: 18-34-year olds. A critical focus for ‘Sleep Great, Britain’ is to increase brand awareness among younger consumers: future-proofing the brand and introducing a new generation to the benefits of better sleep.
With a focus on social media first and influencer-led content, influencer activity across the past two years has generated more than 1.5billion organic views, delivering a 23-point uplift in brand awareness among the age group.
By blending entertaining, authentic storytelling with Silentnight’s authority in sleep, the campaigns have successfully captured the imagination of younger demographics, ensuring that Silentnight remains relevant across all age groups.
