IKEA.. The Princess and the Pea approach

Princess Xenia Gabriela Florence Sophie Iris of Saxony was recruited by IKEA as part of its latest ad campaign to promote its range of beds and mattresses. The real princess  features in the press and radio campaign for Ikea’s Sultan beds range.  By doing so, Ikea hopes to drive awareness of its free mattress guide, designed to find the mattress that best complements individual’s sleeping habits and help everyone “sleep like a princess”.
Choosing a real princess to promote a mattress may sound interesting as long as the retailer claims that it developed the guide to make mattress shopping easier as most people find it complicated and end up spending less time choosing a mattress than they do choosing lunch.
The campaign also includes a partnership with Absolute Radio’s breakfast show with Christian O’Connell that will see members of the team presenting the show from their beds at home and posting content via Facebook.
Therefore, they tried to emphasize the fact that choosing a mattress is not an ordinary task and may require special attention. In this case, a real princess can help the retailer in gaining free publicity and also in pointing out the fact that a mattress is very important in everybody's life.
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 The celebrity endorsement in this case is seen as a unique solution in approaching customers. If we remember the story -The Princess and the Pea by Hans Christian Andersen, we may think that who can promote better a mattress than a princess?!

Maria Bogus