Herbie Murray
Sit 'n Sleep's imaginary accountant Irwin, inspired by Larry Miller's childhood friend and the company's real accountant Irwin Zigmond, was a fixture of the company's advertising campaigns for years. However, in 2009, the company decided to shift its marketing strategy and rolled out a new ad campaign that did not include Irwin, instead focusing on the health benefits of replacing mattresses. This led to speculation about what had happened to Irwin, with some even assuming he had died. Miller clarified that Irwin was not dead but simply taking a break, and the character eventually returned to the company's advertisements.
| Characteristics | Values |
|---|---|
| Irwin's role in the advertisements | Imaginary accountant |
| Irwin's catchphrase | "You're killing me, Larry!" |
| Reason for removal from advertisements | Strategic shift in marketing to emphasize health benefits of replacing mattresses |
| Public reaction | Rumors of Irwin's death |
| Real-life inspiration | Accountant Irwin Zigmond |
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What You'll Learn
Irwin was a fictional character
The character of Irwin was based on Miller's childhood friend and the company's real-life accountant, Irwin Zigmond. Irwin the Accountant was a staple of Sit 'n Sleep's advertising campaigns for many years, bemoaning low-price promotions and promoting the company's competitive prices. The campaign was highly successful, helping the business expand to 22 stores in Southern California.
However, in 2009, Sit 'n Sleep decided to shift its marketing strategy to focus on the health benefits of replacing one's mattress after eight years of use, due to the accumulation of dust mites. This new campaign ditched Irwin, replacing him with mattress dust mites screaming, "You're killing us, Larry!".
While Irwin was a fictional creation, the impact he had on the success of Sit 'n Sleep was very real. His memorable catchphrases and anguished pleas for higher prices helped to expand the company's reach and solidify its place as one of the largest independent mattress retailers in the United States.
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Irwin was played by real-life accountant Irwin Zigmond
Irwin, the fictional accountant in Sit 'n Sleep's commercials, was played by creative strategist Cary Sacks, who is also responsible for writing some of the company's most iconic advertisements. The character was inspired by Larry Miller's childhood friend and the company's actual accountant, Irwin Zigmond.
The character of Irwin is a thrifty fellow who is constantly frustrated with Larry's low-price promotions. His famous catchphrase, "You're killing me, Larry!", was created by accident. In the early 1980s, a customer demanded a guarantee that she was getting the best price for her mattress. This interaction inspired Sacks to create the character of Irwin, who would be exasperated by Miller's price-slashing promises.
The commercials featuring Irwin have become a staple in Los Angeles pop culture. The character's memorable catchphrases, including "Sit 'n Sleep will beat anyone's advertised price or your mattress is freeee!" and "You're killing me, Larry!", have been repeated by Southern Californians for nearly two decades.
The Sit 'n Sleep mattress chain has experienced great success with its advertising campaigns, with Miller and Sacks' collaboration resulting in some of the company's most iconic and effective promotions. The combination of Miller's pledge to beat competitors' prices and Sacks' portrayal of the beleaguered accountant Irwin struck a chord with audiences and helped to build the brand's credibility.
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Irwin was replaced by a health-focused marketing strategy
Irwin, the imaginary accountant of Larry Miller, the CEO of Sit 'n Sleep, was replaced by a health-focused marketing strategy. After years of screaming about low prices, Irwin was removed from the company's advertisements. The change was part of a strategic shift in marketing that emphasized the health benefits of replacing a mattress after eight years of usage. The company's new advertisements aimed to educate consumers about the importance of sleep for their health.
The previous campaign, which focused on promoting competitive prices, was highly successful in expanding the business to 22 stores in Southern California. However, in the late 2000s, the company suffered a significant loss in revenue due to a large sales reduction in the mattress industry. Sit 'n Sleep's revenue fell from US$99 million in 2006 to US$79 million in 2008.
The new health-focused marketing strategy was based on the statistic that after eight years, a mattress will double in weight due to dead skin flakes, sweat, and dust mites. This statistic was used to encourage customers to replace their mattresses every eight years. The campaign also promoted a new system that would match each shopper with a mattress of appropriate firmness based on their sleep habits and body characteristics.
The shift in marketing strategy was a response to the company's declining sales and the need to find new ways to attract customers. The health-focused approach aimed to differentiate Sit 'n Sleep from its competitors and provide a new value proposition to consumers. By emphasizing the health benefits of replacing mattresses regularly, the company hoped to increase sales and regain its lost revenue.
The removal of Irwin from the advertisements was met with some backlash, with some people even spreading rumors of Irwin's death. However, Larry Miller clarified that Irwin was not dead but simply taking a break. The public's reaction to the new campaign was uncertain, and there was a risk of backlash, as seen in the Coca-Cola Co.'s New Coke fiasco in 1985.
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Irwin's catchphrase was You're killing me, Larry
Irwin, the imaginary accountant in the Sit 'n Sleep mattress company advertisements, was known for his catchphrase, "You're killing me, Larry!". The company president and CEO, Larry Miller, would announce the latest sales, and Irwin would reply with the famous line. The character was based on Miller's childhood friend and the company's real-life accountant, Irwin Zigmond.
The dynamic between the two was described as a "psychodrama", with Irwin playing the role of the penny-pinching nemesis to Miller's "maniacal discounter" persona. The pair's banter, rooted in Vaudeville and Yiddish theater, was a hit with Angelenos and made the commercials some of the most recognizable in Southern California. The company's ads have been running since 1982, with Miller taking on the role of pitchman due to his dissatisfaction with the way radio announcers delivered the ads.
The "You're killing me, Larry!" catchphrase was created by accident in the early 1980s when a customer demanded a guarantee that she was getting the best price for her mattress. This interaction inspired the company's famous tagline, delivered by Miller: "Sit 'n Sleep will beat anyone's advertised price or your mattress is freeee!".
In the 2000s, Sit 'n Sleep experienced a significant revenue loss, with sales dropping from $99 million in 2006 to $79 million in 2008. The company decided to shift its marketing strategy, focusing on the health risks of old, mite-infested mattresses. The new ads featured close-ups of dust mites and the revised catchphrase, "You're killing us, Larry!".
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Irwin was a staple of Sit 'n Sleep's advertising since 1982
Irwin, the imaginary accountant of Larry Miller, the CEO of Sit 'n Sleep, has been a staple of the company's advertising since 1982. The character was inspired by Miller's childhood friend and the company's real-life accountant, Irwin Zigmond.
The dynamic between the two was simple yet effective: Miller would enthusiastically announce the latest sales, only to be interrupted by the penny-pinching Irwin, screaming his iconic catchphrase, "You're killing me, Larry!". This shtick, rooted in Vaudeville and Yiddish theater, resonated with millions of Angelenos, making Sit 'n Sleep commercials among the most recognizable in Southern California.
The company's advertising strategy, featuring Irwin, was highly successful in expanding the business. In the early 1990s, Sit 'n Sleep began advertising on The Howard Stern Show and television, doubling its profits. However, in the late 2000s, the company faced a significant revenue loss due to a decline in the mattress industry.
Despite the success of the Irwin ads, Sit 'n Sleep decided to roll out a new ad campaign in 2009 that excluded the character. This decision was made as part of a strategic shift in marketing to focus on the health benefits of replacing mattresses after eight years of use. The new campaign aimed to educate consumers about the importance of sleep health, with mattress dust mites replacing Irwin's anguished cry, shouting, "You're killing us, Larry!".
While Irwin's absence from the ads sparked rumors of his death, Miller clarified that the character was merely taking a break. The change in advertising strategy was a risk, as the public's reaction was uncertain. Miller acknowledged the possibility of a backlash, stating that he could bring Irwin back if the new campaign was not well-received.
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Frequently asked questions
Erwin, the imaginary accountant in Sit n Sleep's ads, was killed off or put on hiatus in 2009.
The company rolled out a new ad campaign that focused on the health benefits of replacing one's mattress after eight years of use.
The character was inspired by Sit n Sleep owner Larry Miller's childhood friend and the company's real-life accountant, Irwin Zigmond.
"You're killing me, Larry!"
