Casper feels like an original anomaly as an evangelist for a good night’s sleep and the many benefits that come with one, according to AdWeek.

But where it gets fascinating is in the evangelism for better sleep. For over three years, Casper has sent trucks outfitted with sleep pods for “nap tours” and sends them, as Brooks said, to “places where we think people really need sleep.” Taking that idea to the next level, Casper merged retail and the mobile sleep tours in the form of The Dreamery, a New York location where the haggard can pay $25 for a 45-minute snooze in one of its signature nooks.