The Instagram egg is one of those social phenomena that come out of nowhere and gain disproportionate fame that no one can understand the origin of but everyone plays along. This particular 'celebrity' gained 44 million likes becoming the "most-liked Instagram post" and surpassing Kylie Jenner's record by a landslide.
Artists and brands have seen the potential of the Instagram egg and have begun to capitalize on the opportunities. For example, IKEA recently launched an interesting ad with advertising agency Leo Burnett Saudi Arabia. The promotional material hints at the Instagram egg and offers it "a place to rest after fame." The 'TVEKSAM' egg cup is offered through the witty poster and the simplicity, as well as the subtle humor and pop culture reference, have the potential to motivate consumers to buy a pack.