Anyone who has had to furnish an apartment knows that IKEA is absurdly cheap in comparison with other furniture manufacturers. But how do you communicate that to those who haven’t been in that situation yet, like young people? How do you sear your brand’s message into their impressionable young minds? By putting those price tags into terms they can understand, like cups of coffee.

IKEA’s advertising agency in Saudi Arabia, Memac Ogilvy and Mather, demonstrates how cheap the Swedish brand’s furniture is by using other everyday products like pizza boxes and tubes of toothpaste as an illustrative measuring stick. The “Selje” bedside table, for example, costs the same as six tubes of toothpaste. What the ads don’t communicate is that it’ll probably last just as long.

Check out IKEA’s collab with menswear designer Katie Eary.

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