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Ikea Turns Focus To Families With New Campaign

Looking to change its image as a supplier of furniture to college kids and small apartment renters, Ikea has launched an estimated $90-100 million campaign that touts the Swedish company as "The Life Improvement Store."

Tanzina Vega reports that this first major ad campaign in three years "is based on the idea that having a custom-designed home can improve a person's life." Ads show people customizing their homes, with each ad ending with the tagline "Made by" as in "Made by the Johnsons," and "Designed by Ikea," to emphasize the personal touches each family can put in their home.

The spots began appearing at the end of August on cable networks like Bravo and HGTV and local broadcast stations in 31 markets during shows like "America's Got Talent" and "Jerseylicious." A print campaign based on the same "Made by" idea will start in the October issues of O, The Oprah Magazine, Better Homes and Gardens, and Redbook, among others. Online display ads will begin on Oct. 1 and will be seen on sites like AOL.com, CNN.com and AskMen.com.

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