La-Z-Boy Targets Younger Buyers

Doner’s new print campaign for La-Z-Boy focuses on the furniture’s “smart styling” to convince younger consumers that the brand offers hip furniture and more than recliners.

Ads break Nov. 20 in fashion and shelter magazines and feature the new tagline, “The new look of comfort,” which replaces, “We make the rooms that make a home,” said Monica Tysell, executive vice president at Doner in South-field, Mich.

TV is under consideration and, if approved, is likely to break in the early spring, she said. The new tag will be evaluated then, with the possibility of a return to the former line, she said.

The new ads lack the frolicking raccoons the agency introduced in 1996 TV spots. The raccoons have been “incredibly well-received” and will probably still have a place in dealer promotions, point-of-sale and other communications, Tysell said.

La-Z-Boy, Monroe, Mich., continues to target a younger audience while attempting to not alienate its older, core customers, Tysell said.

La-Z-Boy’s last print effort showed roomfuls of furniture, including La-Z-Boy sofas and chairs, in an effort to equate the brand with more than recliners. That message is now being aimed at younger consumers by showing the furniture as stylish as well as comfortable, Tysell said.

The La-Z-Boy logo was redesigned to complement the contemporary look of the ads and will be used for this campaign only.

Each ad features a single product—a recliner, sofa, or chair. One features the new “Panache” sofa depicted in vivid plum chenille accented by wine-colored pillows with a headline that advises, “We thought it was about time furniture had a jazz section.”

The campaign runs through May. La-Z-Boy spent $50 million on advertising in 1999, according to Competitive Media Reporting, and $30 million 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.