Sofology Unveils New Brand Platform Celebrating the Art of Choosing the Perfect Sofa
Leading UK sofa store Sofology has launched a bold new brand campaign under the platform “So fussy? Sofology”, developed by TBWA\MCR. The new direction highlights how today’s customers don’t just buy out of necessity they take their time to find the sofa, corner sofa, leather sofa, or reclining sofa that perfectly suits their home and lifestyle.
Unlike many other sofa showrooms, Sofology embraces what it calls “fussy” customers people who know exactly what they want from a designer sofa. Rather than compromising, these shoppers seek out pieces that reflect their personal taste and standards. Sofology positions itself as the destination where those expectations are met, offering stylish and carefully crafted sofas across a wide choice of designs.
A Campaign Built on Relatability
The launch advert, New Pet, tells the story of a grandmother and granddaughter on the hunt for the perfect coloured guinea pig. After rejecting options such as bronzed beaver and potent caramel, they find the exact match to their swatch a humorous nod to the way customers search for the right fabric and colour in a sofa showroom. The story ends with the family enjoying their Sofology sofa, demonstrating how every detail counts when choosing the right piece.
Redefining “Fussy” in Sofa Shopping
Sofology’s message is clear: being fussy is a strength. In the world of corner sofas, leather sofas, and reclining sofas, customers deserve to take their time and select furniture that will become the centrepiece of their home. By supporting this approach, Sofology showcases the care and detail behind its product range, from premium fabrics and Italian leathers to innovative reclining mechanisms and exclusive designer sofas.
Why It Matters to Customers
James McWalter, Head of Brand Marketing at Sofology, explained:
“Buying a sofa isn’t just another purchase. It’s an investment that shapes your living space for years. That’s why customers should be fussy and why we hold ourselves to the same high standards. We want people to see Sofology not just as a sofa store, but as the place to go when they want something better than the ordinary.”
Gary Fawcett, Executive Creative Director at TBWA\MCR, added:
“This campaign celebrates people with high standards. We’ve created a platform that not only entertains but also elevates Sofology as the sofa showroom that truly understands its customers.”
A Multi-Channel Rollout
The “So fussy? Sofology” campaign launched across TV, BVOD, YouTube, Meta, Pinterest, PR, and digital display, ensuring that homeowners looking for sofas, corner sofas, leather sofas, reclining sofas, and designer sofas encounter Sofology’s message wherever they shop or browse for inspiration.
