Sweden's Ikea digs deep into the American dream in new brand launch

Swedish home furnishing company Ikea has been in the US for more than 30 years but was recently having trouble penetrating into existing and new markets — mainly because most people associate Ikea with “starting out” or college furniture.
The company sought to overcome these perceptions by working with Ogilvy & Mather to determine how it could align the brand mission to the things in society that people really care about now.
During the campaign research, Ikea uncovered a l