CONSHOHOCKEN, PA — IKEA U.S. has launched a national advertising campaign built around its year-round product turnover, seeking to give customers more reasons to revisit its stores as the retailer extends a U.S. brand strategy introduced last year.
The campaign, which began Sept. 1, is running across cable television, streaming services, sports programming, billboards and paid social media, according to the Conshohocken-based U.S. operation of the Swedish home-furnishings retailer.
The effort centers on hundreds of new and refreshed products introduced across IKEA’s furniture, lighting, textiles, storage and home-accessories categories. It extends the company’s “Dream the Possibilities” U.S. brand platform, which debuted in September 2025.
The strategy emphasizes frequent additions to IKEA’s merchandise range rather than relying on a single seasonal product launch, positioning product discovery as a reason for customers to make repeat visits.
“People may have their IKEA favorites, but there is always something new waiting to be discovered,” Shideh Hashemi, chief marketing officer at IKEA U.S., said. “Our range is constantly evolving to reflect the way people live today.”
IKEA is supporting the push with separate English- and Spanish-language advertising.
The English-language “Knock Your Socks Off” commercial depicts shoppers moving through an IKEA showroom as their socks fly through the air after they encounter new products and prices.
A Spanish-language campaign, “Te Mueve El Piso,” uses an expression describing something captivating enough to figuratively shift the ground beneath a person’s feet. The campaign gives IKEA a distinct creative execution for Spanish-speaking consumers rather than translating the English advertisement directly.
Products featured in the advertising span multiple price points and categories, including the BAGGEBO shelf unit, KORVSNÖRE LED desk lamp, FÅGELFJÄLLET six-drawer chest, PINNTORP table, KONSTRUNDA rug and RÅSKOG trolley. Seasonal products from the SMYCKA, SANELA and PERSIKOTRÄD ranges are also included.
The campaign is designed to show how individual furniture, storage and decorative purchases can update existing rooms without requiring consumers to replace an entire collection.
“With this campaign, we hope to spark curiosity and remind people that every visit to IKEA is an opportunity to explore and discover something new,” Hashemi said.
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