Universal Furniture: Better Homes & Gardens Brand Launch
Leveraging the Aspiration of BHG
While Better Homes & Gardens was a recognized interiors brand, they were not known for furniture. BH&G isn’t just a magazine. It is a lifestyle. We had to convince the furniture industry gatekeepers, who were primarily middle-aged white men unaware of the power of the Better Homes & Gardens brand, to open up the floor to furniture bearing a magazine’s name.
The Challenge
While Better Homes & Gardens was a recognized interiors brand, they were not known for furniture. BH&G isn’t just a magazine. It is a lifestyle. We had to convince the furniture industry gatekeepers, who were primarily middle-aged white men unaware of the power of the Better Homes & Gardens brand, to open up the floor to furniture bearing a magazine’s name.
What We Did
Advertising
Print Design
Direct Mail
Collateral Design
Environmental Design
The Solution
In order to successfully launch this new line, we leveraged the aspiration and brand recognition behind Better Homes & Gardens. As part of this effort, we immersed both consumers and buyers in the lifestyle the new furniture line aimed to embody. We had to educate the buyers with the consumers’ points of view.
Our launch doubled consumer sales projections and the furniture line was sold into 30% more dealers than originally targeted.
