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RKCR/Y&R goes all soft-focus for Dreams

UK beds retailer behemoth Dreams has been persuaded by new agency RKCR/Y&R to try a joy of sleep/smooching approach to its advertising, wholly unlike the price-driven stuff it used to do.

This is a high risk strategy obviously: do people regard beds as an experience or just an everyday item they want to buy cheap?

The local store managers and salesforce will be up in arms about it, so credit to the Dreams management for being brave.

We’ll see if it worked or not when the next campaign breaks in the autumn (in June there’ll be summer sales etc).

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