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IKEA Releases ‘Disassembly Instructions’ To Prolong Use Of Your Furniture
By Mikelle Leow, 19 Feb 2021
Screenshot via IKEA UK & Ireland
It takes conviction and maturity for a brand to go against its usual messaging to aid a great cause. Nike walked back on its “Just Do It” slogan to inspire positive change in America, Burger King has been encouraging customers to “order from McDonald’s” amid the dire COVID-19 crisis, and IKEA is now accompanying its quintessential manuals with ‘Disassembly Instructions’ to guide customers through a lifestyle of sustainability.
Not long after demonstrating how to repurpose now-retired IKEA catalogs for a second lease of life, the furniture giant has released a series of instructional manuals showing how to properly take apart popular products so shoppers can continue to use them even when they move. With less chance of damage, they won’t have to keep replacing their shelves or bedframes.
By disassembling the flatpack units correctly, customers will also be preserving the products’ conditions for new owners should they decide to give away or sell the items.
“Extending the life of your furniture with our ‘Disassembly Instructions’ is one of the ways we’re building on our commitment to sustainability… Taking it apart correctly reduces the risk of damage, and reduces its impact on the environment,” IKEA UK & Ireland noteson its website.
IKEA’s digital and CRM agency, RAPP UK, took charge of this wholesome campaign.
Currently, the IKEA site offers six disassembly manuals for some of its best-selling pieces: the BILLY bookcase; MALM desk; POÄNG armchair; BRIMNES daybed; PAX wardrobe; and LYCKSELE sofa bed.
The reverse-assembly instructions are part of IKEA’s commitment to becoming fully circular by 2030.
Image via IKEA UK & Ireland
[via The Drum, images via IKEA UK & Ireland]
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