Page 165 - Overthrow_Black&WhiteVersion

Jeff Brooks, Chief Marketing Officer
The Interview
Disruption Never Sleeps Casper
With its single product offer, surprising bed-in- a-box delivery and impressive 100-night money back guarantee, Casper revolutionised the tired mattress industry when it launched direct-to- consumer in 2014. Five years on, its once disruptive tactics have been mimicked by almost every other mattress company – and little wonder, with Casper’s total revenues exceeding US$600m globally. Chief Marketing Officer Jeff Brooks shares how the narrative around its disruption continues to evolve, and why its shift towards becoming
‘the sleep company’ has always been the plan.
What did the founders see as the opportunity for Casper?
The mattress category had not seen innovation in over 100 years. It’s your classic example of a few big players controlling both product and distribution, and when you have that type of situation you don’t really have to innovate. The existing experience
of purchasing was fundamentally flawed. It wasn’t accessible, friendly or transparent. You had commissioned salespeople with their clipboards hovering over you, trying to get you in and out of that bed as fast as possible. The trial experience itself was terrible. Literally, there’d be no privacy. You’d be doing a snow angel in a field of mattresses.
w
Jeff Brooks
at Casper’s headquarters in New York with their signature mattress in a box.
164 Dramatic Disruptor