Case Study: Zinus’ Mellow becomes a premium DTC brand with Adcetera

Zinus relaunches Mellow as a premium DTC brand with Adcetera

Zinus, a global mattress company, faced a challenge with its sub-brand Mellow, which had low market penetration, no brand awareness, and unclear positioning in a saturated direct-to-consumer landscape. They engaged the digital marketing agency Adcetera to reposition Mellow as a premium DTC brand for a relaunch in the Australian market.

Adcetera conducted deep market analysis to identify a new brand position and developed a comprehensive new identity for Mellow, including refreshed messaging, a logo, and a new graphic system. This culminated in a completely revamped website. The Adcetera team worked cross-functionally with Zinus's global teams to ensure a seamless process and a clear, accurate understanding of the brand, successfully repositioning Mellow into a premium global direct-to-consumer brand.

Zinus (sub-brand: Mellow)