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Home Is Where Your Cat Is
By: Jessica MacKenzie
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It’s no secret that cats are taking over the world. A few years ago, cats became this Internet sensation and have rendered those of us with desk jobs as completely useless employees from 4–5pm (thanks, Buzzfeed). If you can sit there and say that you haven’t spent hours trolling the Internet looking at pictures of cats/kittens and watching cat-related videos, you’re lying. The cat phenomenon has made its stake in pop culture and it is here to stay, whether you want to admit it or not.
Ikea doesn’t mind this new craze and has used this cat concept to its advantage. When thinking of Ikea, most associate the store with easy-to-build (…in your dreams) furniture at an affordable price point. The store carries products and furniture well-suited for college students and young professionals due to its modern look and low cost. In order to break out of this specific demographic and expand its appeal, Ikea aspired to position itself as more of a family-friendly store, offering modern furniture and fixtures suitable for the family.
Their strategy: cats. Yep — just cats.
Ikea released 100 cats and kittens into one of their showrooms and taped the footage. What sounds like the beginning of a distracting YouTube video actually made for a heartwarming and perfectly positioned commercial.
See for yourself here. No, I’m not crying…
This advertisement appeals to families on every level. Though the beginning of the commercial is a bit chaotic with cats being released into the showroom, the furry felines begin to find their way around and begin making the store into their home. As every pet owner knows, pets become part of the family, and it is every bit as important for pets to make a house their home as it is for the homeowners. Seeing these adorable, fluffy kittens and cats curled up in an Ikea bed allows consumers to believe that Ikea may, in fact, have furniture suitable for their home. It’s not just for college students anymore; Ikea has furniture and furnishings that can turn your house into a home.
So step aside, students. Ikea has won the hearts of many with this touching ad, so be prepared longer lines and for cat fights to ensue over coveted items. (Hmm, cat fights. Could make for an interesting sequel to this ad? Stay tuned…).

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About the Author
Jessica MacKenzie is an Advertising Account Executive with five years of experience. She graduated from the University of Georiga with a Bachelor's degree in Journalism with a concentration in Advertising. 
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