Back in 2022, FUSE Create broke sleep aid conventions with a wonderfully weird campaign for Sleep-Eze. Instead of showing people zonked out in bed, they created a surreal dreamworld complete with purple ice cream trucks and Lewis Carroll vibes. The tagline? “It’s a sleep come true.”
It worked. Sleep-Eze hit a two-year sales high in just one week.
Now the Toronto agency has evolved the platform for Rest-Eze, Prestige Consumer Healthcare’s new stress-relief sleep aid. The tagline gets a small but meaningful update: “Relax, it’s a sleep come true.”
The new OLV keeps that signature dreamlike quality while addressing a different insight—that stress is what keeps many of us staring at the ceiling at 3 AM. Rest-Eze tackles this with 5mg of melatonin plus 250mg of ashwagandha, an adaptogen known for stress relief.
What’s smart here is how FUSE maintained the creative DNA while solving for a new problem. The original Sleep-Eze work, led by ECD Steve Miller and CD Patrice Pollack, focused on the joy of waking up refreshed. This new spot acknowledges you need to calm your mind before you can even get there.
In a category that typically takes itself way too seriously, it’s refreshing to see work that embraces the inherent weirdness of dreams. And proves that a great platform can keep evolving.
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Contact: vanessa@fusecreate.com
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