LSN : News : Foresight Friday: Marta Indeka, senior foresight analyst

Ikea’s dupe Eureka Spiritsis campaign unveils kitchen luxury

Eureka Spiritsis campaign by Mother for Ikea, UK

UK – Ikea, known for affordable furniture and fittings, has taken a luxurious turn with a creative campaign by agency Mother. The 30-second ad introduces a fictional premium brand, Eureka Spiritsis, showcasing Ikea’s kitchen furnishings. The ad humorously parodies high-end advertising, with pretentious scenes and an unexpected twist revealing the brand’s true identity.

Ikea went a step further by organising a fake Eureka Spiritsis brand launch event in London, successfully duping media and influencers. Attendees discovered that the showcased kitchen was, in fact, an Ikea product, showing its high quality despite low prices – an appealing feature amid the current cost of living crisis.

Launched in the UK, the campaign spans multiple platforms, including video on demand, Pinterest, Meta, in stores and online. Ikea also collaborated with etiquette expert William Hanson for a TikTok video on using Ikea kitchens. The goal was to enhance perceptions of Ikea’s quality, design and service, ultimately boosting kitchen sales. In addition to tracking business metrics, Ikea will gauge the campaign’s cultural and social impact.

Strategic opportunity

Adverts, social media influencers and paid content have left consumers overwhelmed by choice in the marketplace. Brands should take a page from Ikea’s book and look towards satire as a communications strategy to cut through the noise and connect with audiences in their own language – as we detail in Subversive Sustainability Ads

Lamborghini and Tod's launch co-branded footwear

Tod’s for Automobili Lamborghini, Italy

Italy – Car-maker Lamborghini and fashion brand Tod’s have joined forces to celebrate Italian craftsmanship and innovation. Unveiled during menswear show Pitti Uomo in Florence, the Tod’s for Automobili Lamborghini collection features two models of men’s and women’s shoes, the iconic Tod’s Gommino loafer and a trainer.

Both shoes were available in exclusive colourways inspired by Lamborghini’s signature hues. In terms of design, the Gommino loafer was re-imagined to echo the lines of Lamborghini’s sports cars, channelling movement and elegance. The resulting product is uncompromising in its quality, giving a sporty profile to traditional Tod’s footwear. The collection is the first part of a wider cross-skill collaboration, with leather goods and clothing launches on the agenda.

At LS:N Global we are tracking how automotive brands are branching out into multiple sectors – from apparel lines to branded residences.

Strategic opportunity

Consumers expect more from brand collaborations than a logo exchange and joint branding. Take cues from cross-skill partnerships like that between Lamborghini and Tod’s, exploring how shared values, expertise and brand codes can create synergy and added value for consumers

Foresight Friday: Marta Indeka, senior foresight analyst

AI imagery by The Future Laboratory, UK

Every Friday, The Future Laboratory team offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst Marta Indeka discusses shock value as Hollywood’s new currency and the era of ‘babygirl’ men.

: From Saltburn to Poor Things, the big screen has been capitalising on shock value more than ever. What does this say about pop culture? Trojan horse entertainment can gain traction as a tool to disguise social commentary, but also to draw people into cinemas by creating more polarising content. In today’s attention recession, it’s proving a successful strategy.

: Let’s talk about babygirl men. As writer and consultant Evan Ross Katz explained to Vogue Business, it’s a label ‘ascribed to a guy who is adorable and of whom there’s a general sentiment of acceptance in culture’. Embodied by the likes of Pedro Pascal, Timothée Chalamet and Barry Keoghan, the rise of this softer male archetype is a step forward in dismantling toxic stereotypes of masculinity – and I, for one, am glad to witness it.

: And good news for all babygirl men out there – gender inclusivity seems to be on fashion brands’ agenda for 2024. In January alone, Louis Vuitton announced it will be launching men’s fine jewellery, JW Anderson dressed men in the divisive no-pants look, and Fendi unveiled a menswear collection inspired by Princess Anne.

Quote of the week

‘I have adventured [the world] and found nothing but sugar and violence’

Emma Stone’s character Bella Baxter in Poor Things

Stat: Luxury brands find new opportunities in Brazil’s dynamic market

AI imagery by The Future Laboratory, UK

Brazil, US – At the National Retail Federation Retail’s Big Show 2024 conference in New York, Anusha Couttigane, head of advisory at Vogue Business, presented insights from the upcoming Vogue Business Index. This bi-annual study examines the top 60 global luxury brands through consumer research across 11 markets. Despite economic challenges, luxury brands continue to show resilience. But specific social, economic and cultural trends in regions like Brazil, the Middle East and South Korea are influencing consumer attitudes and behaviours.

Brazil in particular stands out as a region ripe with luxury opportunities. Among Brazilian luxury consumers, 67% consider it essential for brands to provide multiple customer service options. In addition, 65% emphasise the importance of live chat support for online shopping, and 52% value the ability to schedule in-store appointments. With Brazil undergoing tax reforms, brands have a chance to assess the cost-effectiveness of their operations in this market and optimise their luxury offerings for profitability.

Strategic opportunity

Brands looking to expand into new markets such as Brazil need to consider ever-more nuanced regional and cultural differences. How can your brand meet local expectations? Think about how to level up personalisation through in-store and post-purchase care