New Bernhardt ads aim to link people, furniture
By Furniture Today Staff -- Furniture Today, August 11, 2002
| Bernhardt's new ads, appearing in shelter magazines this month, focus on the links between feelings and furniture. |
Lenoir, N.C. — Bernhardt launched an advertising campaign called "Personal Statements" in August issues of such shelter magazines as Architectural Digest, House Beautiful, Home and Garden, InStyle, Martha Stewart Living and Traditional Home.
The case goods and upholstery maker's campaign includes a series of two-page spreads that feature various pieces of furniture such as the Grand Savannah poster bed and the Calais sofa. Illustrated personal statements aim to link individuals to the Bernhardt brand.
The left page features an artistic rendering declaring consumers' emotional connections with the product. The right page shows a photograph of the actual piece of furniture. At the bottom, the text — "It's more than a piece of furniture. It's a part of you" — links the personal statements with the furniture.
Bernhardt said the ads target savvy, sensible homeowners who want furniture that is stylish yet comfortable, and speaks to consumer desires to express themselves through their furniture.
The campaign was created by Bernhardt and The Richards Group of Dallas after working through the agency's proprietary branding process.
"We have more than a 100-year history of providing consumers with beautiful furniture," said Heather Bloom, director for brand development for Bernhardt. "Our new campaign effectively captures the heritage and personality of our brand."
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