La-Z-Boy Sets Out to Reach New Customers with ‘Long Live the Lazy’ Marketing Push

La-Z-Boy wants to introduce itself to new consumers with a broad-reaching new marketing campaign promoting being lazy.

La-Z-Boy has launched an integrated marketing platform that features the first glimpse of the company’s modernized brand identity.

The “Long Live the Lazy” platform focuses on the transformational power of comfort, will be accompanied by a national advertising campaign that will begin this week. The campaign will feature a distinct shift in focus and tone for the 96-year-old brand.

The platform also is coming to life through a consumer activation that conveys the company’s commitment to “enabling moments of laziness.” From now through Sept. 11, 2023, customers can enter to win one of three prototypes of the AI-powered Decliner chair, which generates a cancellation excuse via SMS text when its handle is pulled. Customers can enter by sharing their most creative cancellation excuse on social media and tagging @Lazboy.

“As La-Z-Boy continues to evolve, we are doubling down on designing the most comfortable furniture available so people can make the most of the lazy moments they rightfully deserve,” said Christy Hoskins, VP and Chief Marketing Officer at La-Z-Boy in a statement. “La-Z-Boy is focused on reaching a broader set of customers by showing we understand the role our transformational comfort plays in their day-to-day lives. As a result, the brand will show up in places it never has before, including sports networks, streaming music and mobile gaming, all of which perfectly complement moments of laziness.”