Foamex, Inc. is one of the largest manufacturers of foam products in the world. Their primary channel of distribution had been business-to-business. We were assigned Foamex to launch a newly designed foam mattress directly to the consumer. We worked with their consumer products division to accomplish this task. It was our responsibility to design and manufacture all packaging, conduct focus groups to evaluate consumer acceptance of new product, produce videos, collateral materials and point-of-purchase materials for sales personal and to develop a consumer advertising program to drive consumer awareness for the new product. The program was a success, but the marketing direction was changed from promoting the product directly to the consumer to providing the product to outlet WalMart under their private label. The consumer products division of Foamex continues to grow their business as a supplier of private label foam products to consumer outlets.