Wayfair refreshes brand ahead of first large-format store opening

Dive Brief:

Wayfair launched a new campaign, "Welcome to the Wayborhood," and introduced a refreshed logo, updated jingle, new celebrity partners and more, per a press release.
The campaign includes several TV spots, some of which debuted during the Oscars on March 10, social activations and a collaboration with Pinterest on the first-ever Pinterest Creator Tour. The home retailer teamed with Havas Chicago on the campaign.
The brand has also enlisted celebrities including Lisa Ann Walter, Lisa Vanderpump and Tituss Burgess to join its long-time brand ambassador Kelly Clarkson for a campaign that arrives as the online retailer prepares to open its first large-format physical store this spring in Wilmette, Illinois.

Dive Insight:

With its new campaign, Wayfair is welcoming shoppers to "The Wayborhood," a playful, fantastical neighborhood that celebrates the home retailer's "Every style, every home" tagline and comes to life across a variety of consumer touch points. By tweaking its logo and updating its jingle, Wayfair becomes the latest company to refresh its brand to engage with evolving consumers.

The campaign and brand evolution comes as the company ramps up its physical presence after several years of experimentation. This spring, it will open the first large-format Wayfair store in Wilmette, Illinois. An omnichannel strategy that spans physical and digital channels is increasingly necessary to meet changing consumer needs.

"At Wayfair, we've always focused on delivering our customers the best possible shopping experience for the home, and we know that no two homes are quite the same. 'The Wayborhood' inspires consumers to confidently bring their own unique expression of home to life - no matter their style, space or budget," said CMO Paul Toms in the press release.

A 60-second anthem spot is full of vibrant colors, especially the brand's signature purple, and features long-time brand ambassador Clarkson alongside newcomers Lisa Ann Walter ("Abbott Elementary"), Tituss Burgess ("Unbreakable Kimmy Schmidt") and Stephanie Beatriz ("Encanto"), among others. Several TV spots debuted during last night's Oscars telecast.

To expand the campaign's reach, the brand will give away a total of $250,000 through an Instagram contest that runs until March 16. The brand also teamed with Pinterest to launch the first-ever Pinterest Creator Tour on March 18. The platforms previously collaborated on a LiveRamp-powered data clean room effort.

Wayfair last month reported 2023 net revenue fell 1.8% year over year to $12 billion during what the company is calling the "Year of the Reset" amid a challenging home retail market. The company in January laid off about 19% of its corporate team and 13% of its global workforce.