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Serta turns to Love to kick off its new ComfortSutra content campaign.

Comedian and actress Loni Love is bringing her trademark “cheeky style” to the new campaign, which gives consumers tips about sleeping comfort, Serta said.

The ComfortSutra campaign is a play on the Kamasutra guide, which Serta said “reinvigorated intimacy in the bedroom.”

Serta is inviting consumers to celebrate the launch of ComfortSutra by participating in the ComfortSutra Selfie Contest. Consumers are being asked to visit a retailer where Serta is sold, take a selfie on a Serta mattress, and share it on Facebook, Twitter or Instagram with #SertaComfortSutra and #Entry and a caption detailing their favorite way to get comfortable. The contest runs from Aug. 26 through Sept. 6.

One winner will be awarded Serta “Comfort for Life” with a full bedroom makeover complete with a new Serta mattress and other products to make it a comfort sanctuary. Other participants who submit their #SertaComfortSutra selfie will be eligible to win daily comfort-themed prizes like Serta sheets, pillows and limited edition Serta Counting Sheep plush toys.

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