Ikea is recognized world wide for its inexpensive furniture and quirky personality, yet reminding consumers of this well-known fact doesn’t move product. Our solution to expand the brand beyond inexpensive was to shift perception toward Ikea’s more persuasive and relevant attributes, namely it’s designer looks. We found that top interior designers regularly use Ikea furniture in their rooms, even among elite and expensive pieces. Ikea furniture fits right in. This messaging took the brand in an entirely new direction and is one that has helped elevate Ikea from ‘cheap’ to ‘chic’.