In First-Ever Global Campaign, Ikea Encourages At-Home Rebellion

Ikea is launching “Do Try This at Home,” the first-ever global marketing campaign from the Swedish retailer. Intended to address the “perma-crisis” of higher living costs, it aims to create “a better everyday life for the many.” It does so by focusing on the fun people can have staying in even if they do feel cash-strapped, whether cooking for friends or encouraging kids to show off impromptu guitar solos.

The company is celebrating its 80th birthday, which seems like a long time to wait for a global effort. “One of the IKEA values is to renew and improve, so it’s only fitting that this year, we test and try something new,” says Licca Li, growth and marketing manager at Ingka Group, in an email to Marketing Daily. “Our ambition with having our first-ever global marketing campaign stems from our belief that homes all over the world are more than just a place. They are a source of joy, inspiration and comfort. Home is where you can express yourself, explore your passions and relax with loved ones.”



This is the first creative campaign since Ikea moved its global brand account to McCann last year, in a pitch process that spanned all 31 countries in which the group operates.

Ikea’s ongoing “Life at Home” research, based on 37,000 consumers worldwide, revealed that 60% of people say they feel positively about their current life at home, and 52% say home is their favorite place. Yet 40% are worried about household finances. 

The campaign launch follows a year of lower prices, with Ikea investing heavily in reductions to add to its value proposition.

The ads are meant to counteract consumer worries. “We all know that there is a massive disenchantment on a global scale, with wars, climate crisis and economic pressures hitting all at once,” says Agustín Soriano, chief strategy officer of McCann Worldgroup Spain, in an email interview. “That is making people feel tired and sad around the world.”

Ikea’s research reveals people are struggling with affordability, with 58% saying they compare prices more often between similar brands or products, 71% making changes in how they buy and use everyday items,and 49% looking to use less of the products they buy.

Soriano says the tension between ways to find freedom and pursue happiness amid all that negativity invites people to “rebel. While ‘treat’ spending is being re-evaluated by people worldwide, we are, at the same time, finding ways to celebrate life in every way we can.”

Ads encourage those small rebellions in a series of vignettes, with taglines like “Do try ignoring the recipe at home,” “Do try mischief at home,” and “Do try showing off at home.” 

“Ikea has always been a home furnishing rebel by developing clever and affordable solutions for the needs and dreams of the many,” adds Li.

Ads are rolling out this month in all 31 markets, kicking off first in Italy, Belgium, and Finland. Ikea’s U.S. arm is currently exploring markets and channels to test the new messages and will roll them out accordingly.

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