Home furnishing giant Ikea has announced a rise in profits for the last quarter after a recent ad campaign quadrupled sales of its MILIBÅNND range of negotiating tables.
‘We thought we might try to get celebrity endorsement,’ said Ikea UK marketing director Anna Crona. ‘But instead we ran a viral ad campaign featuring a very unexceptional, ordinary Labour leader, who just kept banging on and on and on and on about how people should get round their negotiating tables. It worked surprisingly well – we sold 800,000 MILIBÅNND negotiating tables within a few days, mainly on 30 June which surprised us as it was a weekday.’
The MILIBÅNND range was introduced last year in an attempt to refresh Ikea’s furniture portfolio, replacing the previous product lines including the unpopular and unreliable BRØN range of upturned desks and industrial shelving, and the earlier BLÄR line of sofas, which were initially hailed as a design classic but became distinctly uncomfortable after about ten years.