IKEA's Wicker Wit: How to Ride Cultural Waves Without Losing Your Brand Identity

Cultural moments are a golden ticket for brands seeking attention. But as IKEA's playful response to the film Wicker shows, the key to success lies in staying on brand while joining the conversation.

When the steamy trailer for Wicker—featuring Alexander Skarsgård as a husband made of wicker—hit the internet, IKEA Australia was quick to respond. With a post featuring its TOLKNING rattan bench and the caption “Made from husband material,” the brand wove itself into the viral moment without abandoning its identity. The result? A flood of praise, from “Advertising of the year” to “IKEA wins the internet today,” and even a nod from the official Wicker account: “Sturdy and supportive.”

The Temptation of Cultural Relevance

Jumping on cultural trends—whether it's a film, meme, or sporting event—can be a powerful way to capture attention. But there's a catch: if the cultural reference overshadows the brand, the effort is wasted. Remember the sea of pink during Barbie or the pink-and-green flood around Wicked? These cues made the reference obvious, but they did little to distinguish one brand from another. The audience noticed the moment, but the brand got lost in the shuffle.

IKEA's Masterclass in Branded Relevance

What sets IKEA apart is its ability to leverage cultural moments through its own distinctive lens. Instead of changing its identity to fit Wicker, IKEA stayed true to its Distinctive Assets—the logo, the font, the quirky Swedish product names—while making a genuine connection to the product it sells. Wicker and rattan are part of IKEA's DNA, so the tie-in felt natural, not forced.

Research from the Ehrenberg-Bass Institute supports this approach. Jarod Walter's work shows that Distinctive Assets can boost brand recall by up to 38% when they counter-program with the creative. For instance, using a tagline in an image-based ad. So, when riding a cultural wave, brands must choose the right assets to ensure they remain front and center.

The Carlsberg Example

Another recent case: Carlsberg's response to FIFA president Gianni Infantino's controversial comments during the World Cup. The brand suggested a “hydration break,” cleverly tying into football's official pauses while reinforcing its own tagline, “probably.” The result was a post that was timely, on-brand, and memorable.

The Bottom Line

A post that's funny, timely, or widely shared isn't automatically successful. The real measure is whether it builds the right brand memories. Cultural moments offer a chance to borrow fame, but don't get so caught up in the conversation that you forget who you are. Keep your brand name and Distinctive Assets visible, and seek connections that make sense for your brand and category.

So, by all means, weave your brand into the cultural fabric—but don't let it unravel in the process.