Dunlopillo, part of the global Hilding Anders group, has been a market leader for decades; and when a good bed is wanted, many still think of Dunlopillo. The challenge, however, is that a number of new, attractive competitors have emerged, especially in recent years. This has not only challenged Dunlopillo on their product range, it has – even worse – caused Dunlopillo to look like a slightly worn-out brand.

A central insight was that, although scientific research plays a big part in the making of quality beds, many customers still choose their new bed based on taste, intuition and what feels good. In accordance with the fact that all Dunlopillos beds consist of purely natural materials,

and that they still are perceived as one of the leaders on the market, we created the concept: "The natural choice". Along with this came a more emotional style and a new visual identity that revitalized the brand's strengths and position. The concept got to be rolled out in Dunlopillo's bed catalogue, in pre-rolls, ads and on store materials.

In a market where most people say and do the same, this concept of communication has produced a unique calmness and a new notion of the Dunlopillo brand. This difference has not only reinvigorated people at Dunlopillo but also at the stores where customer’s make their pivotal choice.

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Charlotte Liendgaard Vigh

De fleste af os bliver inspireret af den. Farverne. Mangfoldighederne. Kræfterne i den.
Og så er der roen. Renheden. Der er stilheden. Naturen forlanger ikke noget af os.

Måske er det derfor, vi har det bedst, når ting føles naturlige.
Eller når noget opleves som det naturligste i verden.
Uden tilsætning. Uden anstrengelse. Uden en masse forklaringer.
Det naturlige er indlysende.

Det naturlige er oplevelsen af, at intet kan være anderledes. At alting bare passer.
Fra den ene natur til den anden. Derfor er det naturlige valg altid et godt valg.
For endnu flere vil det – helt naturligt – også være det bedste valg.


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Charlotte Liendgaard Vigh

Agency and Strategic Director / Partner