Urged by their agency partner Acne, the Ikea in-house creative group quickly came up with a brilliant ad "outing" French fashion house Balenciaga for shamelessly stealing their iconic bag design. And in Ikea's inimitable fashion, they set about to make sure anyone who was in the market for a true fashion
statement bag, knew the true original from the copy.
The print ad reads:
How to identify an original Ikea Frakta bag
1) Shake it. If it rustles, it’s the real deal.
2) Multifunctional. It can carry hockey gear, bricks, and even water.
3) Throw it in the dirt. A true Frakta is simply rinsed off with a garden hose when dirty.
4) Fold it. Are you able to fold it to the size of a small purse? If the answer is yes, congratulations.
5) Look inside. The original has an authentic Ikea tag.
6) Price tag. Only $0.99.Balenciaga's bag goes for $2,145.
Again and again Ikea as a big box retailer turns that stigma on its ear with its wonderful, imaginatively playful yet strategically strong and right advertising.
I have written about other Ikea ads from around the world and each agency or creative group that handles this account handles it with such wonderful whimsical fun advertising. At every level you find this both in-store, out of home, TV, print, across the board they consistently get it right.
If places like Target, Sears, and some of the other fading retail shops could just do the same thing.
Find your groove and really mine it. Get people to buy into who you are really. Target had it for awhile. Then they overreached, got cocky, failed in a big way and then got scared.
You can't afford to play small in retail now. You can't afford to think small or think to plug the hole in the damn. When the leaks start you have to really pull out all the stops and just jump to a higher plain.
Ikea has never faltered. Never apologized. Never overreached. Never tried to reinvent. And it's because of wonderful fun, cheap products that serve a utilitarian purpose but in a most lighthearted way.
10 for 10 again.