The Carpenter Co., which makes Sleep Better pillows, asked Slay Communications to help them wake up new markets cost effectively. We dreamed up some unconventional ideas. One was to have America’s grandmother, TV star Betty White, read bedtime stories illustrated by renowned artist Bill Nelson to a group of young children. Sponsored by Sleep Better pillows, the filmed event was picked up by the media and by shows such as Entertainment Tonight. Another promotion we orchestrated featured the client’s pillows, the singer Jewel, the dreams of her hometown of Stephenville, Texas, and the debut of her album with the perfect name: Lullaby.