IKEA International A/S: UnbÖRing campaign

Kevin Teague

In 2002 IKEA was the world's largest home-furnishing retail chain and had just released plans to open 60 to 70 new stores across Asia, Europe, and North America.

IKEA International A/S: UnbÖRing campaign

Kevin Teague

OVERVIEW

In 2002 IKEA was the world's largest home-furnishing retail chain and had just released plans to open 60 to 70 new stores across Asia, Europe, and North America. Although most people in U.S. metropolitan areas were already familiar with the Swedish home retailer, many Americans living in smaller cities and suburban areas were not. To increase its brand recognition in the United States, IKEA launched its "Unböring" campaign, the title of which was fashioned with a fake umlaut as a tongue-in-cheek reference to the company's Swedish heritage.

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