Ikea Portrays its Products Accidentally Broken by Pets to Highlight Affordability
With "Don’t worry, you can afford it," IKEA addresses common pet-owner situations, reassuring customers with affordable solutions.
In IKEA's latest campaign, pets are the stars of the show.
With the pet care sector in the UAE soaring to a valuation of $300 million and approximately 1.5 million pet "parents" residing in the country, according to insights from the recent Pet World Arabia exhibition in Dubai, the significance of pets in homes is undeniable.
This new trend brings along new situations at home. Because on top of the unquestionable love four-legged buddies give in homes, they often also mess them up. IKEA decided to tap into those little accidents that every pet owner can relate to.
In line with IKEA’s global strategy, IKEA Al-Futtaim has launched a campaign portraying everyday products smashed by cute pets. Through "Don’t worry, you can afford it," the brand reassures the audience, implying there’s not much to worry about because getting a new one at such an affordable price makes it an easy fix.
The campaign showcases common items pets might knock over: a CHIAFRÖN plant pot, a FÄRGRIK mug, a KÄRLEKSGRÄS cushion, and a STILREN vase. It features dogs and cats, the most popular pets in the region.
Carla Klumpenaar, GM of Marketing, Communication & Interior Design, highlights, "For the past few years, we have noticed a growth of pets in households in the region, and we wanted to introduce this topic through this campaign for the first time. Over the next few days, we will also launch a collection of household products for pets".
The campaign, created by the creative boutique INGO Hamburg, has been published in different media throughout the region.
In the words of INGO’s Global CCO, Tobias Ahrens, "We are excited about this campaign, which, on one hand, brings the unskippable cuteness of pets, and on the other hand, challenges marketing conventions by showing the products damaged - an honest story that refreshes the usual IKEA price communication style.”
