Al-Futtaim IKEA’s mission to “creating a better everyday life for the many people” has evolved to include not just the human members of households, but also the beloved pets that have become integral parts of many families worldwide.
With the pet care sector in the UAE soaring to a valuation of $300 million and approximately 1.5 million pet ‘parents’ residing in the country, according to insights from the recent Pet World Arabia exhibition in Dubai, the significance of pets in homes is undeniable.
Recognising the realities of life with pets, including occasional messes and accidents, Al-Futtaim IKEA has taken a proactive approach to address these challenges.
Understanding that pet owners can relate to the ups and downs of living with furry companions, IKEA has developed innovative solutions to tackle common issues such as cleaning up messes and maintaining a clean and tidy home environment.
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In line with IKEA’s global strategy, Al-Futtaim IKEA has launched a campaign portraying everyday products smashed by cute pets.
Through “Don’t worry, you can afford it,” the brand gives reassurance to the audience, implying there’s not much to worry about because getting a new one at such an affordable price makes it an easy fix.
The campaign showcases common items pets might knock over: a CHIAFRÖN plant pot, a FÄRGRIK mug, a KÄRLEKSGRÄS cushion, and a STILREN vase.
Carla Klumpenaar, GM Marketing, Communication & Interior Design at Al-Futtaim IKEA, said: “For the past few years we have noticed a growth of pets in households in the region and we wanted to introduce this topic through this campaign for the first time. Over the next few days, we will also launch a collection of household products for pets”.
The campaign will be showcased in different me throughout the region, highlighting out-of-home, screens, print editions and as well as in the brand’s social channels.
It appears to be a creative and engaging way for Al-Futtaim IKEA to connect with its audience, emphasising the brand’s commitment to affordability and practicality in a light-hearted manner.
