Vegan mattress brand Casper recently launched a new advertising campaign that urges customers to “wake up every morning with a vegan.” The ad, which has been spotted in subway stations and bus shelters in Canada, refers to Casper’s vegan mattresses, which are made from latex and a blend of four types of memory foam, and can be ordered online with doorstep delivery. While Casper mattresses have always been vegan—as opposed to some companies that use wool in their quilting—the brand only recently began explicitly advertising itself as such, a nod to the fact that “vegan” has become a positive marketing term.
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