Thursday, June 12, 2008

Product or packaging?

When I was a young advertising wannabe the following mantra was drummed into me;

We sell benefits not products.

So what does this ad sell?

It's from a campaign by Deutsch to launch the new Ikea in New York.

It doesn't sell product or benefit.

It sells the packaging.

Or is it the packaging method?

I always thought Ikea was about affordable design.