The 25th Anniversary campaign will
lead with Travis Barker, Brandy,
Shaun White and Haley Lu Richardson to highlight key product
benefits which empower consumers to live in Total Comfort
STAMFORD, Conn., May 17, 2023
/PRNewswire/ -- The Lovesac Company, the home furnishing and
technology brand best known for its Sactionals, The World's Most
Adaptable Couch, today announced its 25th Anniversary campaign. The
brand has enlisted some of its well-known super fans to celebrate
25 years of Rewriting the Rules of Comfort™ through their
Designed for Life product platforms of Sactionals, StealthTech™,
and Sacs. The integrated program will feature a campaign video,
talent partners, a limited-edition Sac Cover with Swarovski®
crystals, and a consumer-facing experiential event with a live
performance by Travis Barker and a
special guest. Looking ahead, the celebration will continue
throughout this monumental year with unique touch points, new
product launches, and special promotions for Lovesac customers.
The 25th Anniversary campaign video featuring Lovesac
Founder and CEO Shawn D. Nelson,
alongside four integral talent partners, aims to celebrate the
past, present and future innovation Lovesac has achieved through
personalized narratives highlighting how each individual has
transformed their home space by utilizing Lovesac product and
technology. Tapping into how Total Comfort can be something truly
individual and adaptable, Lovesac customers, Travis Barker, Brandy, Shaun White and Haley Lu
Richardson, each demonstrate how they continue to Rewrite
the Rules of Comfort™ by incorporating Lovesac product and
brand ethos into their coveted spaces in unique ways.
Each campaign vignette is centered around the "rules" that
Lovesac has helped customers rewrite, some of which include
Washable Covers, Modular and Replaceable Pieces, Expandable
Configurations, Immersive Surround Sound and Cloud-Like Comfort. In
the 25 years since the brand's inception, Lovesac has broken the
rules to ensure consumers have the option to invest in products
that are Designed for Life – a couch that can grow and expand with
life's milestones, change styles with new seasons or trends, and
play the family's favorite movie through completely invisible
surround sound.
"Whether I'm in the recording studio or in my family room,
Lovesac StealthTech Sound + Charge puts every other sound system to
shame," said Brandy. "You really do need to experience the Lovesac
products to know how they can enhance your own home spaces."
Talent was selected based on their experiences with Lovesac
product and their ability to tap into how these rules apply to
their own home style. Brandy highlights the benefit of having
StealthTech surround sound in her recording studio and Shaun White shows first-hand the cloud-like
comfort you can enjoy when diving into a Sac pit. "Total Comfort is
extremely important to athletes preparing for or recovering from
competition. I head straight to my Lovesac Sac when I need a minute
of relaxation," said White.
Haley Lu Richardson taps into pet
owner needs by focusing on the ease in which you can change Covers.
"My parents had a Lovesac couch before me and wouldn't shut up
about how you can clean the covers, change it around and how
generally cool they are. And now I won't shut up about how cool
they are. Neither will my cat Darbin," said Haley Lu Richardson. Within campaign creative,
each talent authentically showcases how Lovesac has helped them
personalize comfort by challenging the traditional rules of
furniture and home decor.
"This anniversary represents a huge milestone for Lovesac, as it
not only pays homage to past achievements, but celebrates the next
chapter for the brand," said Nelson. "Lovesac has been an
undisputed disruptor in the furniture category for the past 25
years by challenging traditional definitions of comfort and
allowing for a completely personalized experience – one rooted in
innovation and versatility. We constantly hear from our customers
that Lovesac products have helped them redefine what it means to be
comfortable at home with family and friends, and through this
campaign we wanted to highlight just a few of those
narratives."
The rules featured within the campaign will come to life during
a live event in New York City's
Lower East Side on May 18, 2023.
Throughout the consumer-facing activation, guests will have an
opportunity to physically experience the 25 years of innovation
Lovesac celebrates today, honing in on the rules of comfort the
brand continues to rewrite. Consumers will be able to join in on
the fun through interactive and unique touch points that showcase
the campaign elements as well as the Lovesac brand evolution. The
event will include a musical performance by Travis Barker and a special guest.
In addition to the celebrity campaign, Lovesac will reveal 25
exclusive, limited edition Anniversary Sacs which will feature
Swarovski crystals to symbolize the brand's silver anniversary
year. Each MovieSac and Squattoman Cover will feature approximately
25,000 Swarovski crystals, a one-of-a-kind logo timeline on the
back showcasing where the brand started and where it's come, and a
personal signature from Nelson. Lovesac 25th Anniversary
Sacs with Swarovski crystals will be featured in the brand's New
York City Columbus Avenue location for one month, and as of today,
the product will be available for purchase on
https://www.lovesac.com/25th-anniversary-swarovski.html.
Consumers can take part in the 25th celebration by
posting on social media how Lovesac products have helped them
rewrite the rules of comfort in their own lives, or by visiting
www.lovesac.com/25th-anniversary-sweepstakes. The Lovesac for
Life Sweepstakes will run from May 23,
2023, through June 30, 2023,
during which one entrant will win the prize of Lovesac for
Life.
To bring things full circle, Nelson today announced a new
podcast entitled, Let Me Save You 25 Years. The series,
coming soon to the Apple App Store, will feature celebrity guests
including Sara Blakely, founder and
creator of Spanx. Each episode will focus on the lessons Nelson has
learned along the way as an entrepreneur. "I hope this podcast will
help the next generation of self-starters cut through the clutter
and challenges I have learned from over the past 25 years at
Lovesac," said Nelson.
To learn more about Lovesac's 25th celebration,
visit www.lovesac.com/25th-anniversary-event. For additional
information on Lovesac, visit lovesac.com, and to find the closest
Lovesac showroom to you visit the Showroom Locator.
About The Lovesac Company
Based in Stamford, Connecticut, The Lovesac Company
(NASDAQ: LOVE) is a technology driven company that designs,
manufactures and sells unique, high-quality furniture derived
through its proprietary Designed for Life approach which results in
products that are built to last a lifetime and designed to evolve
as customers' lives do. The current product offering is comprised
of modular couches called Sactionals, premium foam beanbag chairs
called Sacs, and the Sactionals StealthTech Sound + Charge System.
As a recipient of Repreve's 6th Annual Champions of Sustainability,
responsible production and innovation are at the center of the
brand's design philosophy with products protected by a robust
portfolio of utility patents. Products are marketed and sold
primarily online directly at www.lovesac.com, supported by
direct-to-consumer touch points in the form of our own showrooms,
as well as through shop-in-shops and pop-up-shops with third party
retailers. LOVESAC, SACTIONALS, SAC, DESIGNED FOR LIFE, THE WORLD'S
MOST ADAPTABLE COUCH, MOVIESAC, SQUATTOMAN AND TOTAL COMFORT are
trademarks of The Lovesac Company and are Registered in U.S. Patent
and Trademark Office.
About The Lovesac for Life Sweepstakes
Lovesac For
Life will be fulfilled as $10,000
credit to use for a Lovesac Sactional + $20,000 credit that can be used to upgrade and
evolve your Sactional and Lovesac set up for the next 30 years. NO
PURCHASE NECESSARY. Open to the 50 U.S. (D.C.) 18+ (19 + for
residents of NE & AL). Ends 6/30/23. For Official Rules,
including odds, entry by mail or posting & prize details, visit
http://www.lovesac.com/25th-anniversary-sweepstakes. Void where
prohibited.
For more information contact:
Nate Zubal, Lovesac PR
917-362-6851
nate@lovesac.com
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SOURCE The Lovesac Company