Tomorrow Starts Tonight is a clever visual poster campaign from Ikea
Ellen Smith — September 24, 2020 — Marketing
Tomorrow Starts Tonight is a clever visual poster campaign from Ikea reminding consumers that a good night's sleep has benefits that no cream, pill or product can duplicate.
Consumers often buy into fads that claim to offer energy or rejuvenation. While energy drinks, expensive skincare and sleep-related pills can have positive short-term effects, Ikea opts to make a case for the power of having the right bedtime accessories. One of the ads sees an energy drink container on its side with an Ikea sheet pouring out of it in place of liquid. The copy reads "Sleep boosts your energy." In another image, a pillow is inside of a moisturizer container with the copy reading "Sleep. The most natural anti-ageing remedy."
Image Credit: Mother London
Consumers often buy into fads that claim to offer energy or rejuvenation. While energy drinks, expensive skincare and sleep-related pills can have positive short-term effects, Ikea opts to make a case for the power of having the right bedtime accessories. One of the ads sees an energy drink container on its side with an Ikea sheet pouring out of it in place of liquid. The copy reads "Sleep boosts your energy." In another image, a pillow is inside of a moisturizer container with the copy reading "Sleep. The most natural anti-ageing remedy."
Image Credit: Mother London
Trend Themes
1. Sleep-related Advertising - The success of the Tomorrow Starts Tonight campaign from Ikea highlights the potential for other brands to tap into the trend for sleep-related advertising.
2. Promoting Sleep Health - There is an opportunity for companies to create products and messaging around promoting good sleep health, as Ikea has shown with their successful campaign.
3. Highlighting Natural Remedies - Using natural remedies as a selling point for products – as Ikea does in their campaign by highlighting sleep as a natural anti-ageing remedy – could be a disruptive innovation opportunity for other industries.
Industry Implications
1. Bedding - Bedding companies could follow Ikea's lead in promoting the connection between good bedding and quality sleep, and focus on innovative natural and sustainable materials.
2. Pharmaceuticals - There is a potential opportunity for pharmaceutical companies to focus on natural sleep remedies or non-pharmaceutical solutions and promote the benefits of adequate sleep for overall health and wellness.
3. Marketing and Branding - Marketing and branding firms could create campaigns that focus on promoting natural remedies for common health concerns, such as sleep, as a way to differentiate their clients from competitors.
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