Monday 01 June 2026
Iconic advertising slogan ‘Retteketet’ makes a comeback on Dutch TV
New ‘Beter Bed’ campaign turns hesitant sleepers into confident sleepers
The well-known slogan “Retteketet naar Beter Bed” is returning to Dutch television after 13 years. The advertising slogan, which became one of the best-known slogans in the Netherlands, is being given a contemporary twist in the new campaign.
Whereas Retteketet used to focus on special offers, it now supports the campaign message that better sleep is not a utopia, thanks to Beter Bed’s expertise. The retailer is thus responding to the growing focus on sleep and rest as an important part of a healthy lifestyle.
No more sleepless nights
You might lose sleep over the smallest things, but you’ll never have to worry about your bed or mattress again. Building on this insight, Beter Bed has launched a campaign centred on certainty and confidence when it comes to choosing the right bed or mattress. A message that aligns with the brand promise: ‘Sleep better, live better’.
From doubt to certainty
“Confidence starts with good sleep advice. That is why we combine personalised advice from sleep experts with a free body scan, a range of leading brands and a wide selection to suit different budgets. And on top of that, the option to try out a mattress at a local shop. This makes it easier and more reassuring for consumers to make a choice that suits their body, sleep preferences and budget,” says John Kruijssen, CEO of Beter Bed.
“With our focus on sleep advice, we are addressing familiar consumer behaviour known as FOBO (Fear of Better Options): the fear that there might be an even better choice out there. It is precisely in the moment before a purchase, when consumers are unsure about comfort, price, quality and making the right choice, that we make the difference.”
‘Retteketet’ as a nudge towards trust
The campaign consists of three TV adverts, each with its own story and focus: the body scan, all the top brands under one roof, and a sales advert. The adverts deliberately feature a recognisable situation: people lying awake for various reasons. With a touch of humour, we show that the right mattress is the key to a good night’s sleep.
“With this campaign, we are using humour to make a serious topic more accessible and lower the barrier to taking action. The message is clear: go to Beter Bed, and you’ll never have to lie awake worrying about your bed or mattress again,” says Kruijssen.
“It’s been 13 years since the slogan ‘Retteketet’ was used, but research showed that it is still present in the collective memory of the Dutch: many people recognised the slogan straight away!”
Sleep is becoming an increasingly important health trend
The new campaign is in line with a broader social trend in which sleep is increasingly seen as an important part of a healthy lifestyle. Research by Statistics Netherlands (CBS) shows that more than one in four Dutch people aged 12 and over have sleep problems, such as difficulty falling asleep, staying asleep or waking up too early.
Retteketet returns to TV from 10 June The new campaign was developed by creative agency Uncle Bill and director Bram Koopman, and will be shown nationwide from 10 June on TV, radio, online and OOH.
The TV advert can be viewed at: youtubelink
With a nationwide campaign on TV, radio, online and out-of-home, Beter Bed and Uncle Bill are kicking off a broader collaboration. As a lead agency, Uncle Bill will continue to work with Beter Bed to further strengthen the brand’s position as the Netherlands’ leading sleep expert.
(This is a translation of a Dutch press release of Beter Bed)