Visit Sweden is letting Ikea’s customers know what’s behind the homeware retailer’s product names: Beautiful lakes, breathtaking mountains and picturesque villages. A new ad campaign is inviting visitors to “Discover the Originals.”
For instance, Bolmen, seen in the picture above, is a tranquil lake in the Småland (yes, it’s a place, not just the leave-your-kids area of your local Ikea store) area; residents say they are happy to have Ikea use their name but would like to be known for their clear water rather than as a cheap toilet brush.
The ads pair the Ikea product with the actual scene.
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