IKEA´s response to Balenciaga

One unforgettable recent fashion moment was the 2017 debut of Balenciaga's Carry Shopper. Or to the person on the street: the Ikea bag. Ikea's response to the lookalike tote was instant. Its tongue-in-cheek advert shows both versions side by side, together with advice on how to identify the original from the 'copy.' The tactic scored 1.04 billion impressions and $10.8 million worth of earned media.