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Ikea Pledges to Make 50% of Its Food Plant-Based, Reflecting a Shift in Consumer Diets

Plant-Based Products

Ikea, mirroring the shift in American consumers’ diets, will amp up its plant-based food options and cut down on red meat in a phased rollout of new products over the [...]

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Ikea Built a Room in One of Its Stores to Look Like a Damaged Home in Syria

Creativity

Here's a fantastic use of in-store media by Ikea to bring the reality of the Syrian crisis home to those enveloped in the comforts of the West—indeed, those right in [...]

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The Billy Bookcase Stands for Everything That’s Great (and Frustrating) About Ikea

Brand Marketing

In February 2010, sun-loving Australians who showed up at Sydney's famous Bondi Beach encountered something more than the usual towels and umbrellas. Thirty red bookcases snaked through the sand, stuffed [...]

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Parents Will Love This Sweet, Heartbreaking Ikea Ad With a Kid Picking Out Furniture

Creativity

The first trip a person makes to Ikea is often with his or her parents. Buzzman Paris brings that bittersweet visit to life in "My Son," an ad that opens [...]

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With This Sweet Ad, Ikea Joins Small Group of Brands Willing to Talk About Divorce

Creativity

As we've mentioned before, very few companies explore the topic of divorce, or its ramifications for families, in their advertising. It's just too depressing, the thinking goes, even if it's [...]

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Props No More, Ikea’s Catalog Models Have Become Delusional Fame Seekers

Creativity

The humans sprinkled throughout the Ikea catalog traditionally have been pure background material, a supporting cast to the furniture and other brand goods for sale. But no longer! In this [...]