• by Sarah Mahoney , May 1, 2026

Casper's marketing has been in sleep mode since 2022, as the one-time poster child of D2C disruptors faded into a series of private ownerships.

Torrie Belknap, vice president of marketing at Casper, says the brand is back in a big way, with its first national TV campaign in four years, a new private equity owner in Carpenter Co., which manufactures polyurethane foams, and a repositioning push that has less to do with how the mattress arrives at your door and everything to do with what happens after you lie down on it.

The campaign, called “Daymares,” launched this month in partnership with creative agency Orchard, and is running nationally across broadcast TV, streaming platforms and digital channels. Three spots dramatize the small indignities of daily life — an excruciating birthday celebration at a theme restaurant, a suffocating elevator ride, a frozen video call — each disappearing as the daydreamer sinks into the calm of a Casper mattress. The tagline: "Goodnight, Day."

Belknap tells Marketing Daily why the company waited until now to break the silence.

Interview has been edited for length and clarity.

Marketing Daily: Four years is a long time to go without a major brand campaign. What took so long?

Torrie Belknap: We were trying to get the house in order. There just wasn't really the funding or the appetite to do a bigger initiative. We were recently acquired by Carpenter Co., which has been very exciting — it is really invested in the brand, invested in growing it and getting back in front of customers and building awareness.

Marketing Daily: These spots are funny, in a grim, nightmarish way. Why humor? Why this particular approach?

Belknap: We really wanted to keep some of the core of Casper — that playful, fun, zingy energy. And the insight we kept coming back to is reliability. We are not going to add gimmicks. We're scouring the world for the best materials that are going to do what they say they're going to do and deliver good sleep night after night.

And from that came the campaign idea: you can't control what happens during the day, but you can control what happens during your night. Your bed should be a sanctuary. Orchard helped us make it bolder and bring a fresh perspective, playing with the horrors of the day versus the relaxation at night. It still has that balance we were looking for. It’s funny and irreverent, but serious enough to say that sleep matters.

Marketing Daily: Casper burst on the scene in 2014 as the original bed-in-a-box brand, and it saved people from a truly horrible showroom experience. But then came many others — Purple, Nectar and Saatva, to name a few.

Belknap: That's exactly what we want to shift. We are so much more than just a delivery mechanism. We have top-ranking mattresses across Consumer Reports right now. We take sleep very seriously, and we want to be known for that. We want to be known for quality.

Marketing Daily: Gen Z is your future customer, but they're broke. They're not buying homes now and they may never buy homes. How does that change your planning?

Belknap: It's a real challenge. We have a solid partnership with Costco and we're trying to make sure we have products at slightly lower price points — though I don't think we'll ever have a $250 mattress. That would be low quality, and not something we would feel comfortable putting our name on. We're trying to be accessible without compromising. And part of what we're doing with this campaign is planting a flag with younger consumers now, so that when they do have a little more disposable income and they're buying a mattress for their first apartment or their first home, the Casper name is already there for them.

Marketing Daily: What does success look like in six months?

Belknap: Two things, primarily. The first is awareness: when someone goes to buy a mattress, we want Casper to be top of mind. We want to see that number move. The second is favorability. Not just that they know who we are, but that they actually think positively of us. And then beyond that, foot traffic — not just to our 41 owned-and-operated retail stores. Ads will be heavier in those markets, and we will use some out-of-home and wild postings in the third and fourth quarters. But we are also looking to increase traffic to our retail partners as well: besides Costco, regional partners like Mancini’s Sleepworld, Sit 'n Sleep and P.C. Richard in the Northeast. We want to drive traffic across all of those and be a good partner in that way.