Once Upon A Mattress
Turning a Fairytale into a Lifestyle
The Challenge
Reintroduce a nearly 70-year-old musical to a new generation—without losing its charm, comedy, or cultural edge. With Sutton Foster leading an all-star cast, the question wasn’t just how to sell a Broadway show—it was how to turn it into a moment.
The Solution
Partnerships with Casper and Lunya brought the world of the show into the lifestyle space. A pre-opening press day in pajamas, shot at Casper’s flagship store, generated early buzz. Opening night doubled as a Broadway-first pajama party, complete with a custom mattress photo op and branded sleepwear sold at the theater.
The Result
Big laughs, luxe pajamas, and a five-mattress photo op—this wasn’t just a comeback, it was a full-on cultural sleepover. The show sparked fan-driven content, boosted brand engagement for both partners, and redefined how classic titles can connect with modern audiences.
