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Every new iComfort mattress features Serta's EverFeel Triple Effects Gel Memory Foam, an advanced material infused with millions of gel beads that responds to the body's individual needs for comfort, support and temperature regulation. Select models also feature Serta's new SmartSupport Memory Coil System, the world's first memory coil support layer that brings the unique feel and response of memory foam to an advanced spring system. New iComfort by Serta. For the first time ever, Serta will offer iComfort Hybrid models to create a full catalog of foam and hybrid products unified under the Serta iComfort brand. The new hybrid mattresses combine Serta's EverFeel material with an advanced innerspring support system, creating an ideal solution for mattress shoppers interested in the benefits of Serta's gel memory foam technology, but who prefer the support of a traditional innerspring. iComfort by Serta. Click to buy "We are thrilled to take iComfort to the next level with new technologies designed to provide intelligent, individualized comfort to address the needs of today's premium mattress shopper," says Andrew Gross, executive vice president of marketing for Serta. "In addition to a better night's sleep, we want to provide a more seamless shopping process for both our retailers and consumers, which is why we've unified foam and hybrid products under the Serta iComfort brand." iComfort by Serta. Click to buy The launch of the 2016 Serta iComfort products will be supported by a new advertising campaign set to launch for Memorial Day. It will include new commercials and a fully integrated digital program across all consumer touch points. The campaign will also introduce Serta's new brand tagline, "Always Comfortable". According to Serta's own consumer research, comfort is one of the most important qualities that consumers look for in a mattress, and an attribute already strongly associated with the Serta brand.

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