New consumer-facing L&P adjustables website.
The Carthage, Mo.-based company is rolling out a campaign that includes direct-to-consumer marketing and support materials for retail partners. Introduced at the summer Las Vegas Market, the branding employs a new tagline, “Finely Crafted Tranquility,” and is executed in stylish colors, fonts and copy. The new branding will be used online and in advertising, in-store materials and product packaging.
A pair of websites buttresses the effort. A consumer website provides detailed content to educate consumers on the options and benefits of Leggett & Platt’s adjustable foundations. It also includes a user-friendly store locator. A second website for retail partners houses easily accessible marketing support materials. Both sites launched Aug. 1.
“With the category experiencing unprecedented growth over the last few years, we wanted to reconnect with our consumers and uncover which factors are most important when they consider a new bed,” said Jay Thompson, president of the L&P Adjustable Bed Group. “We found that the prevalence of home technology in the bedroom and a desire to obtain a higher level of comfort fueled consumers’ interest in adjustable bed bases. Armed with this new insight, we intend to employ this ‘bedroom haven’ trend to inspire new product development and position the brand to appeal to a larger group of target consumers.”
