IKEA's founder, Ingvar Kamprad, died on Saturday 27 January, leaving behind a strong legacy - not just of flatpack furniture and a revolutionary retail experience - but also some highly memorable, effective marketing from all over the world.
One of its current campaigns in its home market is positioned around the concept of Where Life Happens, a positioning first launched with Åkestam.Holst in September 2016. Its most recent iteration is a print ad in Amelia magazine which invites expectant women to pee on it to prove their pregnancy in return for a discount on a cot in-store. In actual fact,...