Inflation-Proof Products

Inflation is the rate of increase in prices over a given time period, which consequently raises the cost of living and declines the purchasing power. Given inflation’s global rise over the last few years, this complex macroeconomic concept became an everyday topic in the mainstream media.

In the UAE, prices for the furnishing sector rose in line with the country’s inflation rate. Within this context, Inflation-Proof Products was born. A selection of 80 IKEA’s most popular items whose price “just” remained unchanged, despite price increases across the industry verticals and the whole production chain. Increases that indeed forced the brand’s competitors to raise prices along the market’s rates, making The Inflation-Proof Products even more affordable.

Through a simple yet powerful comparison of each product’s price in the past, IKEA promoted this selection. Renovating the brand’s compromise with affordability and bringing to life the brand’s vision “To create an everyday life for the many people”, even in hard times.

The campaign was published on economic sections of important news outlets, social media, static and digital billboards across UAE and Qatar, and on in-store posters at IKEA. The timing and relevance of the message simply spread the campaign all over the internet.