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For IKEA, the price is one of the key advantages that allowed them to become so huge as a company. People often buy IKEA because it’s cheaper than the alternatives. For the price, the quality is almost decent and the design of the furniture is usually quite good.

IKEA probably knows this too well and commissionned Memac Ogilvy & Mather for a campaign in Saudi Arabia. The agency found a way to illustrate how cheap IKEA products are with very simple visual clues. The furniture are printed on goods that we buy every day, or almost. The coffee example is probably the best in my opinion.

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