Dormez Vous?

Relaunch the Dormez Vous? brand by importing Sleep Country Canada’s operational and marketing best practices, without disrupting the localized identity serving two distinct cultural groups: English and French.

Services We Provided

  • Brand Invention
  • Logo
  • Signage
  • Marketing Materials
  • Slogan
  • Jingle
  • Broadcast Radio
  • TV
  • Charitable Partnerships
  • Media Strategy
  • Ad Production
  • Online Radio and Video
  • Website
  • Long Form Videos
  • Online Marketing
  • Local Events
  • PR
  • Customer Research

Sleep Country Canada acquired Dormez Vous? to expand their footprint into Quebec.

The goal was to import all of our proven “best practices” while being sensitive to both the English- and French-speaking consumers.

  • Engaged a local Quebec marketing specialist, who had helped other international brands successfully transition in Quebec, in order to ensure that every move was in perfect harmony with the Quebecois sensibilities.
  • Customized all the marketing tactics to the two unique Quebec audiences. These required stylistic as well as strategic adjustments.
  • Developed a jingle playing off of the classic Frere Jacque tune with the slogan, “Tout le monde devrait bien dormir!”  (“Everyone should sleep well!”). (Dormez-Vous? translates “How did you sleep?”.)
  • Selected a spokesperson who was equally facile in Quebec French and English to maximize brand consistency.
  • Launched a heavy electronic media campaign along with our charity programs strategy.

"Mix & Match" TV Spot

Mix & Match French

It's All About Results

• The relaunch was a huge success with sales, sales per store, and store counts growing quickly.
• Dormez Vous? has expanded to all significant cities in Quebec and now dominates their category with 48 stores.