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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.