IKEA ‘Proudly second best’ 
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Agency:DAVID Madrid, INGO Hamburg
Copywriter:Ricky Solano, Fernando Montero 
Year:2023
Brand: IKEA Middle East






File Under ︎ Copywriting with personality






👀  Industry: Household Products


ONE thing this ad does well (AKA Copywriting Tip):



Find the unchanging truth people already believe. Then make your brand the flag-bearer for it.



⇝ “Proudly second best”.



Most brands position themselves as the heroes. IKEA strategically admitted they weren't selling furniture for babies and kids. IKEA made parents the heroes and positioned themselves as the loyal sidekick.

Who’s behind this? Creative Samba Snackable Copy Tips 🥊Get your website punched   ︎ ︎