IKEA designs its furniture and products to be useful for real life problems -- but in order to make that eminently clear to people purchasing IKEA products, the company has released its 'Retail Therapy' campaign. By cleverly manipulating search engine optimization, or SEO, IKEA can directly show consumers how its products address everyday interpersonal problems.
For Retail Therapy, IKEA renamed several of its products, moving away from the Swedish names that the company is known to use. Instead, the products names have been switched to common Google search terms that someone might enter when experiencing a relationship issue. As such, the IKEA product will come up when someone searches that term.
For example, a pair of IKEA scissors were renamed 'My son plays too much computer games,' and a dishwasher was renamed 'My girlfriend won't do the dishes.'