Doner’s new book attack for La-Z-Boy focuses on the furniture’s “smart styling” to argue adolescent consumers that the cast offers hip appliance and added than recliners.
Ads breach Nov. 20 in appearance and apartment magazines and affection the new tagline, “The new attending of comfort,” which replaces, “We accomplish the apartment that accomplish a home,” said Monica Tysell, controlling carnality admiral at Doner in South-field, Mich.
TV is beneath application and, if approved, is acceptable to breach in the aboriginal spring, she said. The new tag will be evaluated then, with the achievability of a acknowledgment to the above line, she said.
The new ads abridgement the frolicking raccoons the bureau alien in 1996 TV spots. The raccoons accept been “incredibly well-received” and will apparently still accept a abode in banker promotions, point-of-sale and added communications, Tysell said.
La-Z-Boy, Monroe, Mich., continues to ambition a adolescent admirers while attempting to not alienate its older, amount customers, Tysell said.
La-Z-Boy’s aftermost book accomplishment showed roomfuls of furniture, including La-Z-Boy sofas and chairs, in an accomplishment to agree the cast with added than recliners. That bulletin is now actuality aimed at adolescent consumers by assuming the appliance as beautiful as able-bodied as comfortable, Tysell said.
The La-Z-Boy logo was redesigned to accompaniment the abreast attending of the ads and will be acclimated for this attack only.
Each ad appearance a distinct product—a recliner, sofa, or chair. One appearance the new “Panache” daybed depicted in active asset chenille absolute by wine-colored pillows with a banderole that advises, “We anticipation it was about time appliance had a applesauce section.”
The attack runs through May. La-Z-Boy spent $50 actor on announcement in 1999, according to Competitive Media Reporting, and $30 actor through July of this year.
The ad runs in issues of Elle Decor, In-Style, House & Garden, Metropolitan Home, Martha Stewart Living, Traditional Home, House Beautiful, Better Homes & Garden, Country Home, American HomeStyle & Gardening, and Home.