As if we needed another reason to love IKEA, they continue to win us over with their newest and wittiest advertising campaign. Many of us have encountered the strange naming system IKEA uses for their products. However, it turns out they are not a random jumble of letters but instead a system that was carefully crafted by the founder, Ingvar Kamprad. He was dyslexic, and in an effort to avoid relying on SKU numbers, he named them after people, places, and things from his Swedish culture. So, there is a method to the madness! Bathroom products fall under the Scandinavian lakes, rivers and bays category. Fabrics and curtains use women’s names, kitchen utensils appropriately use spices, herbs, fish, mushrooms, fruits or berries, and bed linens use plants or precious stones, just to name a few. For this campaign though, IKEA transformed their monikers into witty, unforgiving commentary about the dynamics of human relationships.
You can see above, the moving box has been renamed “How to make long distance work” and “My Dad is allergic to furry animals” now labels the stuffed animal dog. So why did this ad campaign have so much success? It was humorous and empathetic, a winning combination. By making the products relatable, they add an element of storytelling to their strategy. We all know the pain that is sleeping next to someone who snores. Thanks for the laugh, IKEA!