Kristen sent a message to Peter Agne President and CEO, IKEA – email address that said:
Dear Peter,
I am writing to you as a VERY faithful IKEA customer, for at least the last 30 years. i have visited and shopped at a number of IKEA stores in the US and also within Europe. I live in Helsingborg, Sweden and am a frequent shopper in your Ödåkra store. I have many friends who work for IKEA and IKEA Systems, whose children attend the school where I am a teacher, The International School of Helsingborg.
Yesterday I came across an advertisement on my Facebook page entitled "Där Livet Händer." This included a video of a man and a woman in the throws of a romantic encounter in an IKEA kitchen, with IKEA kitchen accessories flying on to the floor as they are positioning themselves to take their interlude further, giving the viewer the indication that sex is inevitable in this IKEA kitchen. I must say that I was very surprised and shocked to see IKEA using this to promote and advertise IKEA kitchen products. To me, IKEA stands for quality in product, principle and company image. This advertisment did not dispaly any of those in my opinion. It cheapened the company name and brought IKEA down to a level of "desperation" in its advertising. IKEA is a name that millions of people around the world depend upon for home products which are not only of great design, but also of quality at affordable prices. Families especially count on IKEA to sell products which furnish their homes with easy assembly and usefulness. Seeing IKEA lower itself to an image, which many fashion and cosmetic companies turn to when the going gets tough and they need to ring in customers, is highly disappointing. I am not sure how I feel about continuing to buy products from IKEA if this is the way that the company is choosing to represent itself.
As the IKEA CEO, I encourage you to go back to the IKEA advertising that we all know and love- the image that shows how versatile, fun and effective IKEA products are for any household, anywhere in the world. How the products inspire people to be creative and find multiple uses for IKEA products. Leave sex out of the advertising. Have the hope instead that the people who buy and use IKEA products will be so happy with their purchases (even enough to have sex!) once they get home with them, and come back to buy more.
I do appreciate your taking time to read my email. Your response in this matter is highly appreciated.
Sincerely,
Kristen
