Most consumers do not know what a topper. It is an additional layer that is placed on the mattress to improve the sleeping experience, and Pikolin has been in charge of explaining it in its new advertisement. But far from focusing on the product, which could be unsexy, it has turned communication into a new demand for intimacy in the bedroom.

The conversation that began last year with the campaign “Will it be the mattress? Or will it be you?” is now expanded with “A Topper”, created by the creative agency Oriol Villar. With it, the brand continues to work its terrain of emotional positioning and convey that the bed, and by extension, the bedroom are places to rest, but also spaces in which to work on intimacy and connection with your partner.

The spot, produced by Rome, shows a conversation between friends in a cafeteria in which one of them recounts her last intimate encounter. “We spent the night in a hotel… and there was a topper,” he says, provoking silence, laughter and confusion from his audience. Indirectly, and using a natural, fun and close tone, Pikolin presents the product as an object of desire and facilitator of intimacy.

“With this piece we want to demonstrate that talking about a product is not at odds with talking about people. Our rest has to do with how we sleep, but also with how we relate“, commented Ana Robledo, Marketing Director of Pikolin, in a statement. “In a hyperconnected world, recovering intimacy has become a new challenge”.

“We wanted the topper to be more than a product; We wanted to make it an excuse to talk about bonds, about rituals, about that moment when the day ends and what is truly important begins.“, explains Oriol Villar. “And it works, from that point on, the campaign not only explains that it is a topper, but turns it into an object of desire”.

At a tactical level, the strategy seeks to publicize the topper, a product more common in hotels than among individuals. According to IMOP data for Pikolin, 55% of the population does not know what it is or what it is for and only 15% have it at home.
In addition to the spot, the brand will boost its awareness with pieces on social networks that explain the advantages of the everyday item through humor and complicity.

At a strategic level, the new campaign is part of the long-standing communication platform “Do something that keeps you awake” and allows Pikolin to continue its connection with the target audience through the territory of intimacy. As is usually the case with the brand, the concept was based on insights and data on consumer behavior.

The brand has analyzed how digital habits are affecting life as a couple with the study “Intimacy and Screens”. This indicates that 7 out of 10 couples use screens in bed before going to sleep and in 60% of cases the last light that goes off is that of a device. This causes 46% of Spaniards to feel invisible when their partner uses their cell phone in bed, and 1 in 3 go to sleep feeling ignored. In addition, almost 40% believe that their partner prefers the phone over them to disconnect at the end of the day.

With the Pikolin campaign, it insists on reclaiming the bed as an emotional space and aspires to promote small changes that lead to major transformations. The brand turns the topper into a symbol of a conscious choice for both physical and emotional well-being.

Rest as a strategic brand territory

The reflection that Pikolin raises about intimacy and the bedroom as an emotional space coexists, in parallel, with a more functional and specialist approach that other brands in the sector are reinforcing at the beginning of the year. This is the case of Conforama, which has relaunched its “Camitis” campaign in Spain and Portugal with the aim of highlighting the importance of choosing a good mattress and claiming rest as a direct investment in well-being and quality of life.

The campaign reinforces Conforama’s positioning as a specialist in 360º rest, focusing on a complete ecosystem of solutions for the bedroom that includes canapés, bed bases, headboards, textiles and accessories, in addition to the mattress. The message is supported by the argument that sleeping well is an everyday necessity with a real impact on daily life.

The campaign is articulated through an omnichannel strategy with presence on television, CTV, radio and digital environments, combining short formats and high coverage media to reinforce notoriety and recall. In parallel, Conforama accompanies the advertising action with commercial tools such as the “Rest Guide 2026”.

While Pikolin works on rest from intimacy, emotional connection and bonds, Conforama does so from the breadth of offer, advice and specialization. Two different approaches that show how rest has been consolidated as a fertile territory to build a brand, whether from the symbolic or the functional, but always connected with the same underlying idea: sleeping better matters more than ever.