IKEA's New Video is an Ode to Its Iconic Blue Frakta Tote
Ellen Smith — June 5, 2017 — Marketing
References: dezeen
IKEA released an ode to its iconic blue bag in a short, heart-filled ad which highlights the multi-functional 'Frakta tote.'
'Frakta,' meaning 'carry' in Swedish, served as the inspiration behind this film as it centers around the uncomplicated design for complicated situations."Why should function and quality be a privileged for the few?" asks the narrator as a man is seen fashioning a blue IKEA bag to the hood of a woman's car, in lieu of a suitcase. "The most hardworking bag in the world" is put to the test throughout this ad, carrying the clothes of a man post break-up, serving as a rain jacket for both humans and dogs, and holding its own in the elements as its blown and thrashed across a windy beach.
The Frakta bag has been in the spotlight recently, after designer Balenciaga sold a £1,705 version of the tote and surfaced 'hacked' products like thongs and baseball caps made from the blue bag went viral.
'Frakta,' meaning 'carry' in Swedish, served as the inspiration behind this film as it centers around the uncomplicated design for complicated situations."Why should function and quality be a privileged for the few?" asks the narrator as a man is seen fashioning a blue IKEA bag to the hood of a woman's car, in lieu of a suitcase. "The most hardworking bag in the world" is put to the test throughout this ad, carrying the clothes of a man post break-up, serving as a rain jacket for both humans and dogs, and holding its own in the elements as its blown and thrashed across a windy beach.
The Frakta bag has been in the spotlight recently, after designer Balenciaga sold a £1,705 version of the tote and surfaced 'hacked' products like thongs and baseball caps made from the blue bag went viral.
Trend Themes
1. Multi-functional Bags - The trend of creating bags that serve multiple purposes opens up opportunities for innovative design and functionality.
2. Repurposing Everyday Objects - Repurposing everyday objects like the IKEA Frakta bag can lead to disruptive and creative solutions in various industries.
3. Viral Marketing - The success of the IKEA bag ad and the viral response to alternative products demonstrates the power of viral marketing and creating a buzz around a brand.
Industry Implications
1. Fashion - The fashion industry can leverage the trend of multi-functional bags and the repurposing of everyday objects to create unique and innovative clothing and accessories.
2. Home Goods - The home goods industry can develop new and versatile storage solutions by repurposing everyday objects like the IKEA Frakta bag.
3. Advertising & Marketing - The success of viral marketing campaigns, as demonstrated by the IKEA bag ad, presents opportunities for innovative advertising and marketing strategies.
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