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# Celebratory Furniture Bag Campaigns
IKEA's New Video is an Ode to Its Iconic Blue Frakta Tote

By Ell Smith | Published 2017-06-05 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/frakta-tote
References: [dezeen](https://www.dezeen.com/2017/06/02/ikea-film-ode-beloved-frakta-blue-bag-design-news/)

[IKEA](https://www.trendhunter.com/trends/resten) released an ode to its iconic blue bag in a short, heart-filled ad which highlights the multi-functional '[Frakta](https://www.trendhunter.com/trends/ikea-hus-of-frakta) tote.'

'Frakta,' meaning 'carry' in Swedish, served as the inspiration behind this film as it centers around the uncomplicated design for complicated situations."Why should function and quality be a privileged for the few?" asks the narrator as a man is seen fashioning a blue IKEA bag to the hood of a woman's car, in lieu of a suitcase. "The most hardworking bag in the world" is put to the test throughout this ad, carrying the clothes of a man post break-up, serving as a rain jacket for both humans and dogs, and holding its own in the elements as its blown and thrashed across a windy beach.

The Frakta bag has been in the spotlight recently, after designer [Balenciaga](https://www.trendhunter.com/trends/march-packable-tote-bag) sold a £1,705 version of the tote and surfaced 'hacked' products like thongs and baseball caps made from the blue bag went viral.

## Trend Insights (Trend Hunter)

- Score: 1.4/10
- Popularity: 7% | Activity: 26% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding)

## Key Themes

### Why This Trend Is Growing

- **Multi-functional Bags:** The trend of creating bags that serve multiple purposes opens up opportunities for innovative design and functionality.
- **Repurposing Everyday Objects:** Repurposing everyday objects like the IKEA Frakta bag can lead to disruptive and creative solutions in various industries.
- **Viral Marketing:** The success of the IKEA bag ad and the viral response to alternative products demonstrates the power of viral marketing and creating a buzz around a brand.

### Industries Being Reshaped

- **Fashion:** The fashion industry can leverage the trend of multi-functional bags and the repurposing of everyday objects to create unique and innovative clothing and accessories.
- **Home Goods:** The home goods industry can develop new and versatile storage solutions by repurposing everyday objects like the IKEA Frakta bag.
- **Advertising & Marketing:** The success of viral marketing campaigns, as demonstrated by the IKEA bag ad, presents opportunities for innovative advertising and marketing strategies.

## Related on Trend Hunter

- [Reusable Bag Pop-Up Shops](https://www.trendhunter.com/trends/ikea-hus-of-frakta.md)
- [Transformed Carry-All Pillow Bags](https://www.trendhunter.com/trends/resten.md)
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