You may not choose it. It may relocate you to chew glass. But unless you"ve been living through the Troll under the Aurora Bridge for 2 decades, you understand it. We all know it.

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Sleep Country USA! Why buy a mattress anywhere else?

Tbelow might be longer-running declaring jingles, however for sheer ubiquity it"s difficult to beat the Sleep Country USA ditty. (Give yourself bonus points if you included the "ding" at the finish.) Thunstable 3 TV spokespersons, 4 owners and also a gazillion commercials, one thing has actually continued to be constant in the Northwest since 1991: Sleep Country"s heralding jingle is as familiar as traffic on Mercer, hydros on the lake, Niehaus on the air.

Little did Stan Wentzel and Steven Ray Allen realize as soon as they came up via the jingle 18 years ago that it would take up residence so resolutely, so insidiously in our brains.

"It really lends itself to top-of-mind awareness," shelp Terry Horsley, vice president of brand also strategy at Kent-based Sleep Counattempt USA, "and that"s what we"re about. We want to be on that list."

That list, of course, may or may not be an excellent point, depending on who"s keeping it. When he tells people he was co-creator of the jingle, Allen states, the reactivity goes something like this: "If they"re under 10, they love me. From 10 to 20 they look at me funny. Over 20, they type of go, "Hmmm …." "

Allen assumes "hmmm" is a sign of serious jingle fatigue.

Which, pertained to think of it, may not be such a negative point for a company that sells bedding.

Wentzel, that created the music and wrote the hook, and also Allen, that created the jingle and actually sang on the first demo that went straight to broadcast, treview delicately as soon as discussing its history. After all, they collect modest ASCAP royalties whenever the song is played -- which is frequently -- and they wouldn"t want to sfinish a ticked-off beneaspect out right into the jingle industry over an impolitic renote.

Not that they have a lot to problem around. About 10 years ago, when Sleep Country was interviewing ad agencies, Horsley sassist, a "big-name agency" said it was time to change jingles.

"We"re an extremely practical brand," Horsley said. "And we just said, "We"re not using that company." "

Even Horsley admits the jingle, which gets played around 100,000 times a year in Washington and Oregon, have the right to get -- exactly how shall we say this gently? -- subcutaneous.

"Good heralding more than likely is polarizing," he identified. "Tright here will be some people who don"t favor the jingle. Some tell us their dogs start howling when it"s on. … But we"re a hometvery own company done excellent and also the majority of world are really incredibly supportive."

And extremely responsive.

Several years ago, in among many type of revisions the jingle has actually gone through, the "ding" that adheres to "why buy a mattress everywhere else?" was altered slightly.

"Divine cow!" Horsley sassist, reliving the misaction. "The general public (response) was unforproviding. We changed appropriate back."

Aside from the ill-advised ding and also the use of various singers -- from specialists to average folks to first-graders -- a lot of of the transforms to the music are barely noticeable. They primarily affect the somewhat muted strains playing beneath the commentary of the Sleep Counattempt spokesperson.

Wentzel and also Allen say they were asked to create the jingle on incredibly short alert.

Allen: "They wanted it, like, the following day."

Wentzel: "It was a pretty cheap job. I tried to pawn it off on an intern however he couldn"t come up with anything. So I took a crack at it. Twenty minutes later on, it was done, and also we took the remainder of the day to create it."

Allen: "It was around 6 hours, start to complete."

The 2 guys were organization partners for around eight years, parting in around 1998. Today, Wentzel is associate imaginative director at VM Creative in Seattle and doesn"t carry out a lot composing. Allen runs AM Music in North Bfinish and remains an active composer, arranger and producer. (Some of his various other work: jingles for Taco Time and also Car Toys.)


Neither ever expected the Sleep Country job to be a defining career minute.

"In terms of the high quality of the manufacturing at that time," Wentzel said, "it was not one we were proud of."

"The thing we invested the least amount of time on," Allen shelp, "turned out to be the best thing we ever before composed."

They catch plenty of good-natured flak if human being learn they created the jingle. When Wentzel"s child remained in high institution, friends referred to as him "Sleep Counattempt Boy."


But they"re not complaining.

"Every now and then, when the clock radio goes off in the middle of a Sleep Country spot, I simply smile," Wentzel shelp. "And if my boy states anypoint disparaging, I simply pull out one of those checks."

The three deals with of Sleep Counattempt USA

In 2000, Sunny Kobe Cook, the longtime "face" of Sleep Counattempt USA, sold the firm she and also her former husband also, Robert Chef, had started in 1991 to Fenway Partners, a New York investment firm.


Fenmethod marketed to Atlanta-based Simmons Co. in 2003; Simmons marketed to Sacramento-based Sleep Train in 2006.

For a while, Sunny Kobe Chef ongoing as the company"s pitchwomale after marketing her ownership interest, but ultimately she was replaced by Mary Kae Irvin.

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In 2007, Irvin provided means to a new spokesperboy established only as Jessica. Sleep Country explains Jessica as "a mom and entrepreneur" that cherishes her privacy.