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Thursday 20 April 2023

International mattress and box spring brand Simmons closes branded content deal with 'Ekdom in the Morning' on Radio 10

To put the international Simmons brand on the map in the Netherlands, DBC (Dutch Bedding Company) International is using the popular morning show Ekdom in de Morgen on Radio 10. Since last week, Simmons has been the regular partner of the popular game 'Older or Newer', which is played every working day in the morning at 8:45 am. The deal has been closed until the end of the year.

In the game Older or Newer, the listener hears a music fragment for 5 rounds. In each round, the listener must indicate whether the song is older or newer than the song before it. If the listener gets 4 questions right, he or she is rewarded with a cash prize of €250. If the listener also gets the last round right, they will be rewarded with the grand prize: a double Simmons mattress worth €3399! Sharon van Kempen (Marketing manager DBC International): "We very consciously chose Radio 10 and Ekdom in de Morgen. With a market share of 14% in the age group 20-49, Talpa Network's station is in the top 3 best-listening radio stations in the Netherlands. A good way to introduce the whole of the Netherlands to the beautiful and international bed brand Simmons."


Founded in 1870 in the United States, the Simmons brand has been a market leader for more than 150 years and one of the world leaders in the hotel and retail business. Simmons mattresses are known for their patented pocket spring, artisan craftsmanship and ergonomic lying comfort.

(This is a translation of a Dutch press release of DBC)

Read the full Dutch press release

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