Operation com’ for Ikea which intends to take advantage of social protest against the pension reform. Faced with the concerts of saucepans which now welcome the President of the Republic and his ministers during each of their trips, the famous Scandinavian furniture and decoration brand has decided to launch a new ad on social networks this Friday.
“At this price, it can make noise”, is it written in this new advertising campaign for a stainless steel saucepan, displayed at 12.99 euros. “Discover all our pans and our solutions for storing them on ikea.fr”, also tweeted the Scandinavian brand. A barely veiled nod to the opponents of the reform of the drafts, who organized this week, by way of protest, concerts of saucepans at each trip of the Head of State.
“Don’t just ride the wave opportunistically”
Pans have indeed become the new means of protest against the pension reform, officially promulgated last Saturday by the President of the Republic. It was the Attac organization which launched the movement on Monday, the day of Emmanuel Macron’s speech. Since then, the trips of the Head of State, in Alsace and in the Hérault, have been punctuated by concerts of saucepans.
The wink from the Swedish brand amused many Internet users, who described this advertising campaign as “excellent”, even “grand”. Others, on the other hand, appreciated it much less. “Don’t just ride the wave in an opportunistic Ikea way, donate a share of the profits from the pans to the strike funds”, tweeted a user. “And a check to the strike funds of the capitalist opportunists? “wrote another user of the platform.
Ikea is not the only brand to surf on the discontent of the French. The manufacturer of kitchen utensils Cristel had already joked this Thursday about this new mode of sound challenge to the pension reform. With a touch of humour, the brand had responded to the President of the Republic who had declared on Wednesday, during his trip to the Bas-Rhin, that “it is not the saucepans that will make France move forward”. “Mr. President, at Cristel we manufacture saucepans that help France move forward!!! “, had then replied in a tweet the manufacturer of utensils Cristel.