The belief that only heterosexual couples could marry, that a woman without a partner could not be a mother, or that teleworking was not an option. All of them are ideas that have been dismantled over the last three decades and that Ikea has witnessed since its arrival in Spain in 1996. It includes them in an advertising campaign that celebrates thirty years of social changes driven from the home.
“Long live the power of the home”, designed by the creative agency McCann Madrid and produced by Primo, will be officially launched next Monday, May 11, and communicates Ikea’s commitment to promoting homes that contribute to building a better society. The piece shows the way in which the company has been present in the lives of Spaniards trying to improve their daily lives at home, and how that has contributed to some of the social advances in recent years.
The advertisement maintains, in an emotional and inspiring tone, that some of these transformations have started from homes, where it has been dismantled, for example, that tasks should only fall to women, or that certain colors correspond to a specific gender. The locution conveys that, in these intimate spaces, and specifically thanks to its products, larger, more powerful and fair ideas have been created.
“This anniversary we are not celebrating 30 years of Ikea in Spain, but rather everything that people have achieved from their homes. We have evolved from a society where everything was forever to another where everything aspires to be better“, commented Rafael Jiménez, Director of Marketing Communication at Ikea in Spain, in a statement. “This is what the campaign is about: how in each home the great social advances that improve people’s lives are created. And at Ikea we wanted to accompany society on this path, promoting homes that contribute to building a better future.”.
The campaign will run on television, social networks, digital platforms and outdoor advertising starting in May, and will have special activations. On May 6, the company will commemorate the opening of its first store, in Badalona, with an ephemeral installation that will propose a journey through the evolution of the home and society to the present day.
Additionally, during the month of May, Ikea will implement 30% discounts, both in physical stores and on its online platform, on the prices of 30 products related to social changes and relevant consumption. As anticipated, they will be articles linked, for example, to the popularization of recycling, the rise of healthy eating or the incursion of teleworking.
Ikea in Spain
The company has shared an infographic that includes some of its contributions to the home, as well as data and information about the growth and development of its activity and business in the Spanish market. Among other things, its role in the popularization of a more democratic design or the “Do it yourself” model stands out. It also highlights its job creation, having a staff of almost 9,800 people in our country; and its positioning in inclusion and diversity.
Ikea also points out its commitment to omnichannel in its commercial strategy: it has more than 80 physical points of sale and four different formats: traditional stores, urban stores, planning spaces and order collection points, to which must be added remote sales through the website and application, telephone sales and live shopping.
In fiscal year 2025, it achieved a turnover of 1,986 million euros (+2.8%), after selling 164.3 million products and services. “We are strengthening the foundations of a business that is inspired by the traditional IKEA values and culture, but with an eye toward a future that, as our founder, Ingvar Kamprad, said, will be “glorious,” thanks to our commitment to people and the passion for what we do.“, the company commented in the statement.
