IKEA Hides Price Tags to Let Quality Do the Talking

From day one, IKEA has believed that great quality shouldn’t come at a high price.

But consumers are often quick to judge a product’s quality by how much it costs. So, how do brands get consumers to focus on the quality of the products, without being influenced by the low prices?

IKEA has launched a new campaign entitled ‘Hidden Prices’ with Mother London. Shot by Marloes Haarmans, the campaign consists of OOH executions featuring beautifully shot IKEA products, with hidden prices - letting the quality of the products speak for itself. Set against bold, colourful backdrops that put their quality front and centre.

“Neuroscience proves that our brains form impressions from price at such speed, that our judgements are often formed before we have a chance to take in any other product details. For IKEA, a brand whose mission is to show that ‘great quality doesn’t need to come at a high price’ this becomes a problem. Especially when one of our most valuable brand assets, present on every piece of communication, is the price lockup. So we decided to hide it and let the quality of the products speak for itself,” said the team at Mother London.