Ikea Takes the High Road as English Fans Get Sassy After World Cup Win

Swedish brand tips hat in kindest way possible

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

At this year’s World Cup, two teams were hard to root against. Japan’s team reminded everyone about the importance of courtesy by not only cleaning up their locker room but leaving a thank-you note to their Russian hosts.

The Swedes, however, may have taken the prize as the most likeable team, and not just because they’re great sports. One of their proud national brands decided to mark the defeat with grace while also remaining calm about England supporters having a grand ‘ol time at a store in East London.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in