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Eyri Iceland hires LP AD

Online mattress retailer Eyri Iceland has retained LP AD of Toronto to conduct a rebranding initiative for its Arctic Rest product line and to redesign its online store. The assignment also includes the development of a digital campaign. The agency has developed a range of branding materials, including a new visual identity. The redesigned website is located at <>. The online campaign, aimed primarily at certain US markets, begins this week.

"With so many players in the category, it was important to find the right entry point for Eyri," said Alex Shifrin, managing partner of the agency. "Many of the brands more or less play in a similar rational messaging space, talking about quality of sleep or quality of product. With Eyri, we decided to tap the current interest in Iceland, especially with shows like Vikings and Game of Thrones top of mind in North America. We chose to go at it from a Scandinavian experience."

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