Ikea, Nudists & Private Brand

ikea nudist

In Ikea’s latest campaign for its eponymous private brand the retailer humorously illustrates how a Ikea table just might change your life. Three commercials have been created for Ikea Frances “Get back to the table” campaign. Each opens with unexplained situation… a woman walking around a nudist colony, bewildered and hiding herself behind a handbag. Each spot ends with the event that led to the situation — around an Ikea table with friends, casually saying, “Hey, what if we joined a nudist colony?”

 



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.