IKEA is one of the most well-known names in retail. The Swedish firm, known for its low-cost furnishings and maze-like stores, has launched its first worldwide campaign, a daring move that has sparked a wide range of reactions. IKEA and McCann Worldgroup Spain’s “Do Try This At Home” campaign is both divisive and ambitious. But does it represent a creative shift towards general appeal, or a departure from the brand’s beloved identity?
A new frontier, or a step too far?
In the midst of the ongoing cost-of-living crisis, IKEA’s new campaign aims to communicate a common language of affordability and innovation. “Do Try This At Home” features a diverse spectrum of people engaged in their interests, aided by IKEA’s product line. From an elderly gamer seeking refuge in a sophisticated PC setup to a teenage lady serenading her pals without disturbing the neighbours, the campaign tries to demonstrate that home can truly “do it”.
However, this shift towards a global narrative has not been without criticism. Critics claim that in order to cater to a larger audience, IKEA may have lost sight of what made it a household name. Previous ads such as “Don’t worry, you can afford it” and “Proudly Second Best” were praised for their simplicity and human relatability, elegantly blending items into the fabric of ordinary life without clamouring for attention.
A clash of perspectives
The divide in opinion is considerable. Some perceive the new campaign as a welcome shift in IKEA’s marketing strategy, emphasising affordability and enjoyment in the face of financial difficulty. It’s a lively, upbeat celebration of life’s interests, made possible by IKEA’s affordable solutions. According to this opinion, IKEA is just adapting to the global stage by generating messaging that appeal to a wide range of populations and cultures.
In contrast, there is a sense of nostalgia for the old IKEA, when subtlety and understatement spoke volumes. Critics criticise the change to what some call a “box-ticking exercise,” reminiscent of less successful worldwide campaigns. The subtle, precise implementations based on acute insights appear to have given way to a larger, more universal appeal. The campaign’s messages, which range from inventing new trends to participating in mischief at home, have sparked concern for their apparent deviation from IKEA’s generally pragmatic stance.
The Future of Ikea’s Global Ambitions
As IKEA navigates this new global landscape, the issue remains: can it strike a balance between preserving its fundamental character and embracing universal appeal? The “Do Try This At Home” advertisement is unquestionably innovative, but its reaction highlights the difficult balance between innovation and tradition.
IKEA and McCann’s cooperation marks a watershed point in the retailer’s marketing strategy. The actual impact of the campaign will become clear when it spreads throughout numerous countries. Will this worldwide campaign remain a blip on the radar, a learning curve for future attempts, or will it usher in a new age for IKEA, one in which global appeal does not come at the price of the brand’s soul?
For now, the verdict is out. But one thing is certain: in its attempt to please everyone, IKEA must walk cautiously to avoid losing sight of what drew so many people in the first place. After all, in the realm of marketing, distinctiveness sells, but generalisation frequently bores. The road IKEA takes from here will be widely studied by not only critics and supporters, but also competitors and marketers, as a case study in reconciling global ambition with brand integrity.
