Brooke Shields Brings La-Z-Boy Up to DateNov 24, 2010- Noreen OLeary                                                      ...
Upcoming SlideShare
Loading in...5
×

Brooke Shields Brings La-Z-Boy Up To Date

821

Published on

When does enviable brand recognition become
a liability? When you’re La-Z-Boy and you need
to convince consumers you sell a range of
furniture beyond recliners.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
821
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Brooke Shields Brings La-Z-Boy Up To Date

  1. 1. Brooke Shields Brings La-Z-Boy Up to DateNov 24, 2010- Noreen OLeary When does enviable brand recognition become a liability? When you’re La-Z-Boy and you need to convince consumers you sell a range of furniture beyond recliners. La-Z-Boy is convinced Brooke Shields can put a modern, stylish face on a company associated with a chair favored by her parents’ generation. Five TV spots, the first of which broke this week, will roll out over the next few months. In one, Shields talks about how the La-Z-Boy favorite “dad’s chair” has morphed into a room of favorite furniture. Print ads break this month in January magazines. This is not the first time La-Z-Boy has used celebrity spokespersons. In the 60s, 70s and80s, the company hired pitchmen like Bing Crosby, Joe Namath and Johnny Carson.With the new campaign, via lead agency RPA, Santa Monica, La-Z-Boy hopes its target consumer will relate toShields. “We’re using Brooke Shields to raise awareness among women that we make something other thanrecliners,” said La-Z-Boy CMO Doug Collier. “She tested well with working moms who are balancing careers withraising kids. She came across as down to earth while having great style.”The ads introduce a new tagline, "Live life comfortably," which replaces "Comfort is what we do" (in use since Sept.2007).Like other furniture retailers, La-Z-Boy has been hit hard by the weak housing market and consumers’ reluctance tospend. On Nov. 22, the company reported second-quarter results that were lower than investor expectations. Salesin the quarter dropped 2.6 percent.The importance of La-Z-Boy’s new marketing initiative was underscored in the company’s announcement about theearnings. In a statement, La-Z-Boy chief executive Kurt L. Darrow said: “Although we remain concerned about themacroeconomic environment . . . we are making moves to position La-Z-Boy to take full advantage of an upturn inconsumer spending for furniture. We have the strongest brand in the business and believe our new marketingcampaign, featuring Brooke Shields, and a targeted message will enhance our market penetration and reach.” Subscribe to Brandweek

×