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Monday, April 24, 2017

Ikea's Brilliant Pivot

Who wore it better?
Okay, so where am I?

Retail therapy was in order this past week. Hey, what can I say? Nice shoes are the cornerstone of any wardrobe. Add a pair of Louis Vuitton Racetrack Moccasins to a pair of jeans and a blazer and you're set for also any event or a 14-hour work day. Plus, you'll get noticed...the right way! Yet I digress..

So there I am looking for just the right purchase and I notice one of those blue 99-cent Ikea bags chained to the counter like copywriter to his desk on deadline. I notice the tag and you could audibly hear my gasp upon seeing the $2,145 price.

Little did I know that storied French fashion house Balenciaga released their “Arena Extra-Large Shopper,” a comically oversized blue tote bag. Of course, the Internet exploded drawing coverage from outlets like CNN, Forbes and the like. The bag hatched an outbreak of scornfully derisive news pieces, spiteful headlines, and enraged Twitter rants in 140 characters or less. And occasionally, some pretty good humor...

So what's the big deal on the media side of the world you ask? Well, the geniuses at Ikea took this as an open door to craft a brilliant response. On the insistence of its agency partner Acne, Ikea churned out a print ad explaining how to tell the difference between their bag and Balenciaga’s:

Click to Enlarge

In case you can't reads it, it goes like this:

How to identify an original Ikea Frakta bag 

1) Shake it. If it rustles, it’s the real deal. 2) Multifunctional. It can carry hockey gear, bricks, and even water. 3) Throw it in the dirt. A true Frakta is simply rinsed off with a garden hose when dirty. 4) Fold it. Are you able to fold it to the size of a small purse? If the answer is yes, congratulations. 5) Look inside. The original has an authentic Ikea tag. 6) Price tag. Only $0.99.


Pure brilliance, which just goes to show you that quick pivots and sage responses will always win the day, even during retail therapy.