Koala pokes fun at competitor’s products in new campaign

Koala has released a new campaign titled ‘Furniture worth keeping’.

In the light hearted campaign, the furniture brand looks to be making fun of famous Swedish furniture brand Ikea by loosely emulating its campaigns.

The 30-second spot shows furniture with Swedish-sounding names awaiting curb-side collection. The furniture sports names such as “Kråppi”, “Shöddi”, and “Fuggli”. It ends with the tagline: “Buy furniture worth keeping”.

The furniture brand created the campaign in-house. From conception to delivery, the campaign took two weeks to make.

Koala’s range of sofas and armchairs are Forest Stewardship Certified. Its dining chair range is made using recycled polyester.

Leanne Glamuzina, VP marketing at Koala, said: “We wanted to shine a light on a serious environmental topic but do it in our trademark tone of voice. As well as being proudly B-Corp certified and a member of 1% for the Planet, we wanted Aussies to understand that Koala designs quality furniture that promotes sustainable practices.”

An asset for Koala’s furniture worth keeping campaign

The campaign airs on TV from today (20 May) and will also be on socials and Out-Of-Home.

Koala’s most recent campaign was Just Do You starring actor Luke Cook.

Peter Sloterdyk was appointed as Koala’s first chief marketing officer back in April 2020.


In-house Koala
Chief Marketing & Technology Officer: Peter Sloterdyk
VP Marketing: Leanne Glamuzina
VP of Global Creative and Strategy: Bradley Firth
Director: Drew Dunbar
Creative Director: Marina Vasilieva
Creative Director: Taylor Thornton
Director of Project Management: Kathy Ngo
Senior Project Manager: Emma Power
Social Content Director: Kirsten Armour
Senior Copywriter: Matt Koo
Senior Art Director: Elana Robson
Media Director: Sally Phelps
Media Manager: Michaella Naicker
Performance Marketing Manager: Valerie Duong
Performance Marketing Manager: Lulu Wang


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