Schrijf je in voor onze dagelijkse nieuwsbrief om al het laatste nieuws direct per e-mail te ontvangen!

Inschrijven Ik ben al ingeschreven

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

IKEA mingles in Portugese political scandal with new ad campaign

Flatpack furniture giant IKEA has released a controversial yet cheeky advertising campaign that has sparked a mixed reaction from the public. The new campaign showcases posters across Portugal, featuring an IKEA bookshelf with the tagline "Good for storing books. Or 75,800€."

Photo © Tomasz Bidermann |

The reference alludes to a recent political scandal in Portugal that led to the resignation of the country's prime minister. The scandal involved the discovery of a substantial sum of money hidden in a bookcase by the former chief of staff during searches at the prime minister's official residence. The incident took a bizarre turn when Prime Minister António Costa was initially arrested by police in what later proved to be a case of mistaken identity, resulting in his resignation.

While some individuals have found humour in the IKEA campaign, others have criticised the furniture giant for delving into political statements through its advertising. This isn't the first time IKEA has incorporated political themes into its marketing strategy in Portugal. Previous posters touched on topics such as inflation and 'geringonça,' a term critical of the coalition government led by António Costa in 2015.

In response to the varied reactions, IKEA released a statement asserting its role as an integral part of Portuguese daily life for the past 20 years. The company expressed its commitment to developing campaigns that reflect the real lives of the Portuguese people, capturing their routines, conversations, and even their humour when addressing serious issues. IKEA, however, clarified that it harbours no intention of contributing to the partisan debate or influencing the current pre-election context in the country.


Publication date: