Dive Brief:
- To connect with shoppers over the holidays, Casper has teamed up with Netflix to screen the “Slumberland” film at its New York City NoHo store for a limited time, according to a Tuesday press release.
- At the DTC brand’s store, Casper will host a series of screenings with snacks and refreshments on Nov. 19 and Nov. 20, where viewers are encouraged to arrive in their pajamas. Both companies are offering surprise giveaways to attendees.
- Casper will offer tickets to the in-person viewings and also provide online access to what it calls “The World’s Largest Slumber Party.”
Dive Insight:
Casper partnered with Netflix on its latest marketing stint to give shoppers an escape from holiday troubles.
“We know the holidays are full of chaotic stress, and sometimes it can feel like you need a holiday from your holiday,” Chesen Schwethelm, chief marketing officer at Casper, said in a statement. “As a brand that designs innovative products and experiences to help the world sleep better, we’re thrilled to team up with Netflix to help families relax and unwind this holiday season, while escaping to Slumberland.”
Casper is not the only one to team up with the streaming giant. Netflix also recently partnered with Walmart to bring The Netflix Hub into more than 2,400 stores. The in-store deal brings in more clothing, music, collectibles, games and seasonal products from Netflix shows, including “Squid Game,” “The Witcher” and “Stranger Things,” the retailer said in a press release. Walmart also began offering a Netflix streaming gift card, which lets recipients stream shows without needing a credit card or debit card.
Casper’s effort to alleviate holiday stress among consumers comes amid a stressful journey of its own. Though consumers were buying more home goods during the coronavirus pandemic, Casper, alongside other direct-to-consumer brands, still struggled to reach profitability. Eventually, less than two years after going public in 2020, the mattress brand was acquired by private equity firm Durational Capital Management with the aim of “providing Casper with much needed capital to execute on future initiatives.” Following the deal, former CEO Philip Krim departed the company, and Emilie Arel, then the brand’s president and chief commercial officer, ascended to the CEO role.
With Arel at the helm, Casper is turning its attention to profitability. During the eTail Boston conference in August, Arel said the company was “not in the business of not making money anymore” and was refocusing on its core mattress product rather then trying to turn itself into the “Nike of sleep.”
