5WPR CEO On Ikea’s Campaign with Buff Teddy Bears

IKEA's Buff Teddy Bear


Ikea’s success can be attributed to its quality products and affordable prices, as well as its do-it-yourself assembly attitude. According to some, the company also owes its success to service innovation. Most of the marketing strategies that the company adopts are original and distinctive. The company has announced the launch of a new integrated campaign that emphasizes the importance of having a home where people feel happy and ready for anything. The campaign features teddy bears with huge muscles.

Teddy bears remind us of being nurtured and cared for by others. They are also symbols of unconditional love, companionship, security and reassurance. A lot of children wish for a teddy bear over the holiday season. Ikea takes that soothing, emotional vibe to another level in its latest ad campaign. The campaign depicts a set of adorably buff bears providing companionship and security as they guard the front door to a home.

The 60-second spot features colorful and muscular bears who set about doing everything in their power to make sure that a dad and his daughter get to enjoy a cozy evening in their haven without any interruptions. A work call on dad’s phone threatens to be a disturbance, but a bear crushes it and hides it in the desk making sure that nothing gets in the way of the father and daughter enjoying a fun night at home without life’s outside stressors. The voiceover claims that ’Every Home should be a Haven.’

This campaign premieres before a more product-focused effort around the holidays. The idea is to convey how Ikea can help people treat their home as a place to play and seek refuge from things that are happening in the outside world. A campaign like this would generate positive brand associations. The timing of the campaign is apt, with it appearing  before   messaging around preparing the home for the holidays.

Central to the campaign remains Ikea’s product range. Designed to create spaces in a home where customers would feel happy and comfortable, it includes everything from furniture to candles to help people unwind, not to mention the clever storage solutions that free up space to play and have fun in. The campaign heightens the idea that the company is committed to helping its customers overcome the challenges of outside pressures. It invites everyone to create the space they deserve. The company also works to ensure that the items promoted in the campaign are available in stores for shoppers. With the home taking on a new meaning during the pandemic, Ikea’s sanctuary message seeks to soothe.

RONN TOROSSIAN - HOW MANY FOLLOWERS DO YOU NEED ON INSTAGRAM TO GET PAID?About the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency