IKEA scores with clever Ronaldo water bottle ad

Ikea Cristiano water bottle
(Image credit: Ikea)

IKEA's got form when it comes to impromptu, creative marketing campaigns, and the Swedish furniture giant was quick off the whistle with this one. In a clever response to Cristiano Ronaldo's stance on Coca-Cola (keep reading if you missed it), it posted an ad that renamed its  KORKEN reusable glass bottle after the footballer, noting that it's designed "for water only."

Taking leave from the furniture brand's tradition of using Swedish names for its products, IKEA Canada revealed the CRISTIANO reusable water bottle on Instagram and Twitter with the comment "Drink water, sustainably @cristiano #Euro2020." (see our guide to the best print ads of all time for more marketing inspiration).

The post refers to Ronaldo's inadvertent provocation of worldwide furore when he moved aside two bottles of Coke at a press conference, saying "Agua (water in Portuguese), no Coca-Cola" The gesture, ahead of Portugal's UEFA European Football Championship clash with Hungary, sent Coca-Cola shares spiralling and was copied by other players in the tournament.

IKEA's post hit the back of the net on social media. "Give your marketing team a raise," commented @girlinwhiteglasses on Instagram, while @escuderopep tweeted, "This is marketing just in time! Brilliant!" Also on Twitter, @petroweaver quipped: "For once an easy to remember product name from IKEA."

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For now, IKEA's up 1-0 against Coca-Cola, but we're not calling time on this match yet.

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Joseph Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news and features, updates buying guides and keeps track of the best equipment for creatives, from monitors to accessories and office supplies. A writer and translator, he also works as a project manager at London and Buenos Aires-based design, production and branding agency Hermana Creatives, where he manages a team of designers, photographers and video editors who specialise in producing photography, video content, graphic design and collaterals for the hospitality sector. He enjoys photography, particularly nature photography, wellness and he dances Argentine tango.