It's quite appropriate, and perhaps predictable, that my first post features both IKEA and animals. I would've been even more excited to hear IKEA had released a hundred dogs in a store, but perhaps that would've been a bit too controversial. And destructive.
IKEA has become renowned for their edgy advertising and brand-building exercises. They are an incredibly smart company, with the image they project of themselves very carefully and skillfully crafted. And the image of an endearing, humble, down-to-earth, modest and slightly quirky Swedish company has served the furniture giant well. Releasing 100 untrained (only in the filming sense I hope) house cats fits right in with the IKEA brand.
How much do you want to rush out to buy some new throw cushions or a box-set bookcase for your homely, cozy abode right now? Or a new bed for your kitten to get its head adorably wedged in? You suck me in every time IKEA. And I'm OK with that.
(Also, the lost cat? Well, of course. You lose people in IKEA. At least one cat was bound to go missing.)
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