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Brooke Shields
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La-Z-Boy, Meet Brooke Shields

New York Times - A leading furniture brand is changing course in a campaign fronted by a famous female face, which seeks to remind consumers that its offerings go beyond its mainstay product line.

La-Z-Boy has signed a multi-year agreement with Brooke Shields to serve as the celebrity spokeswoman for the campaign, which carries the theme “Live life comfortably.” Ms. Shields, who is also appearing in ads for Colgate toothpaste, is intended to appeal to the campaign’s target audience of women with families.

The campaign, which got under way in mid-November, urges shoppers at stores that sell La-Z-Boy products — as well as at the company’s own stores, known as La-Z-Boy Furniture Galleries — to consider the other kinds of furniture that La-Z-Boy makes in addition to its trademark recliners.

“When La-Z-Boy says ‘relax,’ it doesn’t necessarily mean ‘recline,’ ” says the headline in one of the print and online advertisements in the campaign, which depicts Ms. Shields draped on a stylish sofa, with another sofa in the background — and no recliners in sight.

The campaign is by RPA in Santa Monica, Calif., which has been the La-Z-Boy agency since 2007. The campaign replaces a humorous one that RPA created for the company after landing the account, which carried the theme “Comfort is what we do.”

The new campaign is indicative of efforts by marketers to deal with a problem that the trade publication Brandweek describes in the form of a question: “When does enviable brand recognition become a liability?”

In this instance, the fact that “La-Z-Boy” is synonymous with “recliner” certainly helps sell recliners, but not the rest of the furniture marketed by the company, which includes sofas, ottomans, love seats and sectionals.
Source : Originally Published New York Times, Nov 29, 2010
Celebrities : Brooke Shields
Categories : Celebrity Marketing News
Posted 11/29/2010 12:11:54 AM | Permalink
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