Simmons' new advertising agency will be aiming to boost new high-end bedding lines that could launch early next year, the company said.

The goal of the campaign is to redefine the luxury bedding purchase, Simmons executives said.

Simmons recently named integrated creative, advertising and marketing agency Kirshenbaum Bond Senecal + Partners as its new lead creative agency. The company said it believes the agency can help Simmons maintain its market momentum.

"In the first half of 2013, Simmons experienced unprecedented sales and marketing success," said Jeff Willard, executive vice president of marketing at Simmons. "As we move forward, it is imperative that we align ourselves with creative, strategic partners who continue to drive momentum. After an extensive search, we have found such a partner in kbs+. Their creativity and understanding of our brand stood out, and we were impressed by their track record for demonstrating the measurable impact of their work. We look forward to working together to create communication that is as compelling and inventive as the beds themselves."

Kbs+ will handle the creative concepts and execution of consumer advertising for the Beautyrest and ComforPedic from Beautyrest brands. And it has also been given the task of developing advertising campaigns for Simmons' upcoming luxury line launches, which could begin as soon as January 2014, the company said.

Willard said that with the new luxury lines, with price tags peaking at $5,000, Simmons is aiming for advertising that breaks new ground. "Our goal is to once again break the mold of traditional mattress advertising by redefining the luxury mattress purchase," he said.

Since Willard assumed his position at Simmons in November 2012, the company has cultivated what it calls "a team of agency all-stars" to bolster marketing efforts and boost its flagship brand's position in the marketplace.

In January 2013, the company handed over media strategy and buying responsibilities to media giant MEC, one of the world's leading media agency networks and a founding partner of GroupM, WPP's media investment management group. Shortly after that, leading international design agency LPK joined the ranks to handle strategic brand positioning and asset development for Simmons, as well as design strategy for the bedding manufacturer's key sub-brands.

They join longtime agency partner, three, which has handled trade advertising and PR duties for Simmons for the past ten years.

"We are thrilled to be partnering with Simmons," said kbs+ Chairman and CEO Lori Senecal. "For more than a century, they have been reaching the minds and homes of consumers with their iconic brands. We admire their ambition to lead the category and their ongoing and proactive commitment to inventing new and innovative products that enhance consumers' lives."