IKEA’s Latest Campaign Lets Its Name be the Punchline – and It Works
IKEA has launched the simplest, smartest, and stickiest campaign in recent memory. It doesn’t promote products or price points, but toys with words—and leans on the brand name to do the heavy lifting.
“The plan is quite simple,” says
“Chill likea VIP
“Sleep likea baby”
“Study like a boss”
“Float like a butterfly”
By making IKEA “like a”, the brand produces “wordplay” which is seamless, catchy, and absolutely brand-driven.
What sets it apart:
First, the contrast. The amount of copy is very small, and the addition of the ever-photographed IKEA yellow gets the point across without screaming about it.
Second, confidence. There is nothing that needs to be added in terms of logos or slogans. The brand is confident that you’ll understand, and you will.
Third, rememberability. It’s not quite a search for “Google it,” but it has shareable moments. If it takes off, then a phrase like “likea” could become a fun thing that a person repeats.
What makes this campaign tick is that there is restraint used here. It is quite clever, without being confusing at all. It is branded, but not obvious. It is intelligent, and thus respects its audience and treats them to an “aha” experience.
It’s advertising that doesn’t beg for notice—it rewards you with a smile instead.
And honestly? Yeah… we likea it.
