Always check the expiry date

Agency Network: 
October 2009
IKEA:  Always check the expiry date
IKEA Print Ad -  Always check the expiry date


Print advertisement created by 1861 United, Italy for IKEA, within the category: House, Garden.

Advertising Agency: 1861 United, Milan, Italy
Executive Creative Directors: Pino Rozzi, Roberto Battaglia
Art Director: Edwin Herrera
Copywriter: Marina D'Andrea
Photographer: Gionata Xerra
Post Production: Germano Finco
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Guest's picture

I don't get it, sorry

iRIO's picture

got milk?

Activity Score 224
iRIO's picture

got milk?

Activity Score 224
iRIO's picture

oops.. how to remove a comment?

Activity Score 224
Roshan Quintus's picture

sorry! may be im expired. couldn't get it

Roshan Quintus
Activity Score 665
Saatchi & Saatchi - Sri Lanka |

bite me

Guest's picture

maybe you are expired. Bud bud bing bing!

sush's picture

yeah! didnt get it either

Activity Score 566
creative writer and organizer |


Guest's picture

Not much of an idea here guys, huh?

Guest's picture

I got it straight away: You always have to check the date on a carton of milk when you buy one, and a carton of milk regularly lasts for one week.
Since this kitchen has an expire date on 25 years, they play with the milk as well: saying the milk will last for 25 years as well.
Thats why they can have that much milk at home: it lasts forever.

rolling.stone's picture

no matter how good kitchen is, a milk bottle is not going to last than its usual time,

sorry but cant last for 25 year at any cost, insight fails

there is deliberate exaggeration in advertising and I like that too but this is exaggeration with false logic

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

its not so hard.. it just to make a statement, they are trying to make u see the difference by contrast, that while milk wont last more than a few days without expiring, the kitchen has a 25 year garantee.

mrckais's picture

ok, i think i get it, every bottle is a milk bottle, so the milk expiry in a few days. the fridge has a 25 years of quality guarantee. maybe is that way. anyway i don't like it jejeje

Activity Score 417
Art Director |


everartz's picture

noho!! italians arent thinking this way!!!!

Activity Score 7613
Art Director |

| everartz |

firebug's picture

kskljds jksdfioewrejn dsjfsdfiosdfjdmn ????????????

Activity Score 1113
Guest's picture

Ikea sells fridges now? Why not put the Guarantee over a cabinet? it would make more sense.

Bob08's picture

That's Fantozzi house. His wife met the milkman.

Activity Score 749
Charo's picture

I don't get it without explanation

Activity Score 34
F.Abboud's picture

There is no connection between the visual, the message and the brand itself! It's a lost Ad I'd say.
All what I got from this Ad is the IKEA branding part only.
And btw, the art direction of this Ad is less than the average; it is tooooo white and lots of bottles; irritating! And the lighting of the photo is weak as well;
Sorry for being bit harsh! IKEA could do better!

Activity Score 218
AssassinX's picture

Still a bit obscure.
We know IKEA always has new stuff for people to change their old furniture, a bit like "fast fashion" which is updating everything all the time.
Probably this is the message they wanted to deliver

Activity Score 1325
anHiiieeta's picture

the bottles are not inside the fridge ;)

Activity Score 328
Art Director
fondafo's picture

don't get it at all!

Activity Score 418
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