A lawsuit was recently filed against La-Z-Boy by bedding supplier Hollander Home Fashions, who claims the former company's new tagline infringes upon its existing marketing campaign.
La-Z-Boy recently launched a new campaign that uses a tagline that reads "Live Life Comfortably," which Hollander felt was far too close to its own "Live Comfortably" phrasing. Hollander has operated with this tagline since 2002.
In its lawsuit, Hollander states that it trademarked the phrase in 2003.
"Each of these marks has become well known in the industry and has established substantial goodwill through its use in connection with goods associated with Hollander," the complaint reads.
Hollander feels La-Z-Boy's campaign, which features Brooke Shields, uses products too similar to its own and thus, creates confusion. Hollander had initially filed its motion against La-Z-Boy's campaign in August 2010. La-Z-Boy has refused to speak regarding the situation, claiming it does not comment on pending litigation.
The lawsuit highlights the problems that can arise in relation to marketing campaigns, even when actions are inadvertent. To cover themselves in such cases, marketing firms should invest in liability insurance.