Sweden wants to take back destination names from Ikea
Today, in things you probably did not know, your Ikea toilet bowl brush is named after a beautiful Swedish lake, and it’s time to put some respect on its name. The Swedish Tourist Board has announced a new campaign, Discover the Originals, to retrieve the names of Swedish tourist destinations from Ikea, who have used them to name brushes, bamboo lamps, trash cans and that shower shelf from Voxnan where every guy you have ever dated stores his three in one.
“Toftan, Ektorp, Voxnan, Hemsjö, Kallax”, it says in the campaign assignment. – These are wonderful places in Sweden. Still, most people associate these names with trash cans, sofas, bath towels, block candles and shelving systems. ”
Discover the originals has listed 21 destinations that want to “recycle their name” from various Ikea products. For example, Kallax is not just an Ikea shelf – it is also a village where people hold fermented herring parties. The toft is more than a dustbin from Ikea – it is also a lake full of pike and perch. Askersund is, in addition to being a kitchen cupboard door, a hiking destination on the edge of a forest populated by happy blonde children, according to the accompanying campaign photo.
In the case of Bolmen toilet brush, a local Swedish adviser, Magnus Gunnarsson, sa that even though he appreciated that Ikea named a product after their beautiful lake, “now we would like to show the world that Bolmen is so much more than an object that you clean your toilet with.” Discover the Originals says that the lake has “water so clean that you can drink from it.” If a ticket to Sweden was as cheap as a toilet brush, maybe I could compare the two Bolmens for myself.