IKEA fools us all with Eureka Spiritsis

IKEA, bored of being underestimated in terms of design and quality has created a faux luxe brand, ‘Eureka Spiritsis’, to change the perception of their products to customers.

When you think of IKEA, affordable and accessible might spring to mind. Opulent and sophisticated, however? Not so much.

That’s why the Swedish behemoth has created an all-new pretentious brand name, ‘Eureka Spiritsis’. Which turns out to be an anagram for “SURPRISE, IT’S IKEA.”

Etiquette expert William Hanson, known for his polished demeanour, stars in the promotional video, completing this clever misdirection. 

Agency credit: Mother London

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