"Don't worry, you can afford it"

IKEA's new campaign in favor of our furry friends. In this way, the renowned Swedish furniture brand highlights its commitment to affordable prices, which facilitate the replacement of damaged products, such as a cup, a flower pot or a vase, in a simple way.

By the way, behind this initiative is INGO, a Swedish agency that has collaborated with the brand on multiple occasions.
"Don't worry, you can afford it": With this slogan, and in line with IKEA's global strategy, IKEA Al-Futtaim launches this campaign that reflects how our endearing pets can also wreak havoc and break everyday objects. There are more than 1.5 million pets in the UAE alone, so IKEA wants to convey peace of mind to its audience by showing that replacing damaged product is completely affordable.

The voice of IKEA: "In recent years, we have seen an increase in the presence of pets in homes in the region and we wanted to address this issue for the first time through this campaign."

This campaign, devised by creative boutique INGO Hamburg, will be present in various media throughout the region, including posters, billboards and digital formats, as well as on the brand's social networks.

"We are excited about this campaign, which shows both the unmistakable tenderness of our mascots and challenges conventional marketing by showing damaged or broken products. It's a heartfelt story that will refresh IKEA's usual communication style," commented Tobias Ahrens, global CCO at INGO.

CONCLUSION: This campaign demonstrates how the simplicity of an idea and the elaboration of the message can create advertising pieces of great value that have a positive impact on the community, generating a unique perception of the brand and relegating the issue of "costs" to the background.