BG NYC - BG is a strategically led agency that finds the BIGGER potential in brands.


Downmarketing a Premium Mattress

On the eve of its 150th birthday, we took this premium, category inventor and turned it into a DTC value brand for GenZ. BG led the strategic, design, and marketing transformation – ultimately launching the brand on TikTok (the first ever brand launch on the platform), earning 6 billion views and growing the business +46% in a few short days.