After several successful years, ‘The Wonderful Everyday’, a platform launched to revitalise IKEA’s brand health and sales, faced new challenges. Threats ranged from new competitors and the growth in ecommerce (in which IKEA trailed in fifth place) to criticism of the brand’s sustainability record, and the potential impact on sales of the cost of living crisis. This case describes how between 2018 and 2023 creative advertising and a regularly optimised media mix helped shift perceptions about IKEA’s range, affordability, sustainability, and accessibility. It is estimated the strategy drove consistent growth in market share and almost £580m of profit.