{"id":8003,"date":"2025-02-25T15:05:42","date_gmt":"2025-02-25T20:05:42","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/02\/25\/the-serta-counting-sheep-are-25-heres-how-theyll-celebrate-this-milestone-birthday\/"},"modified":"2025-02-25T15:05:42","modified_gmt":"2025-02-25T20:05:42","slug":"the-serta-counting-sheep-are-25-heres-how-theyll-celebrate-this-milestone-birthday","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-serta-counting-sheep-are-25-heres-how-theyll-celebrate-this-milestone-birthday\/8003\/","title":{"rendered":"The Serta Counting Sheep Are 25! Here\u2019s How They\u2019ll Celebrate This Milestone Birthday"},"content":{"rendered":"\n

By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n

Bedtime just isn\u2019t the same without the Serta Counting Sheep<\/a>. America\u2019s favorite flock of sheep celebrates their milestone 25th birthday in 2025.<\/p>\n\n\n\n\n\n\n\n

When we last connected with these icons, they were embracing a new role in the bedroom in Serta\u2019s \u201cTo All The Comforters<\/a>\u201d 2023 campaign. Since 2000, the original 13 Counting Sheep had famously been wisecrackers. They were openly jealous of Serta mattresses<\/a>: the kind of mattresses that are so comfortable it puts them out of work. In the 2023 campaign, the Counting Sheep fell silent in the bedroom, prioritizing looking after customers who are caregivers.<\/p>\n\n\n\n\n\n

\nhttps:\/\/www.youtube.com\/watch?v=PYF4rSLbdz8\n<\/div><\/figure>\n\n

This year, the Counting Sheep are celebrating their 25th birthday. Over the last 25 years, they\u2019ve starred in more than 20 television campaigns and received prestigious awards including a Gold Effie (2002), the American Advertising Federation Silver Addy (2003), and the Advertising Age Commercial of the Month (2003). They were even nominated in Advertising Week\u2019s annual Madison Avenue Walk of Fame in years 2007 and 2008 and won in 2008.<\/p>\n\n\n\n\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

Where will the sheep go next? Will they return to their quippy roots, as seen circa 2002 until around 2016? Or will they embrace their softer side, as seen in 2023\u2019s campaign? When PopIcon reached out to Serta to learn more about the Counting Sheep and their birthday celebrations, we were delighted to hear the flock will be just as prominent as ever in the near-future and will make us nostalgic for their nostalgic beginnings.<\/p>\n\n\n\n\n\n\n\n

\u201cWe are so excited to celebrate the 25th birthday of our beloved Serta Counting Sheep,\u201d said Anne Edwards, SVP of Serta Brand Marketing. \u201cIn 2025, we\u2019ll launch a retro advertising campaign to drive store traffic and partner with retailers to celebrate this milestone \u2014 both inside and outside of their stores\u2014with inflatables, banners, plushies \u2014 and some great promotions!\u201d<\/p>\n\n\n\n\n\n

\n