In the video, the brand uniquely plays with the concept of how useful and unique the bag is, while incorporating its strong message of inclusivity and accessibility towards its customers.
“Finally 30 years after its release, we think it’s about time we honour what might be the most hardworking bag in the world,” the description of the video reads.
“It’s been talked about, made into dog-ponchos, used as a fashion accessory and for exercising – and we think that’s great. But the truth is, this plain piece of plastic has an even bigger meaning than that; it summarizes everything we believe in: that design, function, and quality shouldn’t be just for a few.”
In the short clip, a narrator questions, “Why should functionality and quality be a privilege for the few, when we can do something about it?” This could be seen as a reference to high-end designer Balenciaga creating an exorbitantly priced, $2,145, version of its blue tote bag.
At the time of the bag’s buzzworthy release, social media exploded with reactions to the expensive bag — with many shocked that such a similar bag could be priced so much higher than Ikea’s, which retails for less than a dollar.
lkea playfully poked fun at the luxe brand, creating ads proclaiming, ‘How to identify an original Ikea Frakta bag’ in response to the reaction.
The ad features many of the Frakta bag’s possible uses such as, “It can carry hockey gear, bricks, and even water.”
It also stated that one can “throw it in the dirt,” as “a true Frakta is simply rinsed off with a garden hose when dirty.” The comical ad was loved by social media and customers alike.
“We are deeply flattered that the Balenciaga tote bag resembles the Ikea iconic sustainable blue bag for 99 cents,” Ikea said in a statement about the competitor’s replication. “Nothing beats the versatility of a great big blue bag!”
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