Background: Ikea is launching a new luxury line for living room furniture called Elevate. The price point of this furniture exceeds traditional Ikea products but is still more affordable than higher-end competitors.
Challenge: Ikea shoppers have a value-seeking mindset and are attracted to affordable prices. How do we get them to justify spending more on the Elevate product line?
Target Audience: Newly married couples furnishing their new home for their new life, where they’ll entertain a growing circle of friends.
Insight: You start using coasters when you start caring about your furniture.
Strategic Approach: Elevate furniture will make you want to use coasters.