Sandals Resorts Offer the Ultimate 'Mom Nap' This Mother's Day

Leo Chicago launches its latest creative for Sandals Resorts. The agency has conceived and created 'The Mom Nap' - the world's first dedicated nap amenity exclusively for mothers - and is now launching a campaign to drive awareness ahead of Mother's Day.

The concept transforms select areas at Sandals Resorts into designated 'nap nooks,' scientifically selected for their natural relaxation properties. This innovative approach addresses a fundamental consumer insight: 94% of moms surveyed say getting more sleep would benefit their entire family, and a survey found that half of mothers consider "a nap with no one needing you" the ultimate luxury.

Unlike typical holiday promotions, Leo Burnett's work extends beyond advertising to include an actual resort experience. By legitimising napping as an official resort activity, the campaign acknowledges a universal truth about motherhood while leveraging the Caribbean's natural sleep-promoting elements.

The campaign supports the Mom Nap amenity launching at three pilot locations (Sandals Regency La Toc, Sandals Royal Curaçao, and Sandals South Coast). Creative assets include paid social launching in the lead up to Mother’s Day that showcases moms transitioning from chaotic daily life to peaceful Caribbean napping, along with organic social content highlighting the specific nap locations at each resort.

Mikal Pittman, creative director at Leo Chicago, explains, "Our research showed that what moms really want for Mother's Day isn't another spa treatment or brunch, but simply time to rest. We leveraged that insight to create something genuinely useful that elevates the Sandals experience while solving a real consumer need."