IKEA launches Lagom Collection – new uses for old stuff

Good of IKEA to spend its marketing money without trying to sell us anything (actually quite a lot of ads do this, unwittingly.)

Proximity London is launching KEA’s new “Lagom Collection,” new uses for products you have already. Lagom means just enough or sufficient in Swedish.

Proximity ECD John Treacy, says: “If you want to get consumers engaged in sustainability, then as a brand you have to meet them half way and change your behaviour first. The beauty of the ‘Lagom’ collection is for the first time Ikea isn’t selling anything. It’s inspiring instead.”

Clever of IKEA, nicely realised by Proximity.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.