By: Bella Bonifazi
Rejected by his mother and bullied by peers, Punch, the baby Macaque at the Ichikawa City Zoo in Japan, became a global sensation after videos of him seeking comfort in a stuffed orangutan went viral. Though the zoo assured viewers and visitors alike that this display of rejection is a completely normal occurrence, it’s just in our human nature to feel for such a cute-looking critter. A little baby monkey dragging his stuffed animal everywhere with him and running to it when he was scared or needed comfort was enough to enthrall the media all over the world.
What’s even more shocking is the outcome this viral moment had on IKEA sales. The IKEA Djungelskog orangutan plushie that Punch sought comfort in received overwhelmingly positive feedback and sold out globally. Naturally, IKEA’s Marketing Team took this traction and ran with it, showing the importance of emotional storytelling in advertising.
“At IKEA, we believe in creating a better everyday life for the many, and sometimes, that starts with something as simple as a soft hug. While moments like these are never planned, we see them as a reflection of how our products live beyond the showroom and become part of people’s (and sometimes even primates’) stories,” said the IKEA Spokesperson.
It doesn’t just stop there. Multiple social media posts on all of IKEA’s platforms have since followed with hashtags such as “Hang in There Punch” or “Keep Going Punch,” and an overarching tone and messaging of “We’re all family.” IKEA markets globally have also joined in the conversion, with IKEA Japan donating more stuffed toys to the zoo and IKEA Spain sharing an image of Punch with the plush toy.
Through this story, we see more than just a heartfelt moment as it also touches on corporate responsibility and consumer behavior. While some may view IKEA’s marketing as performative, many connect with the messaging that family is who we find along the way. What we can take away from the story is that, though not always intentional, there is a story to be found in every product, and sometimes it takes tugging at the right heartstrings to gain global brand awareness amongst consumers.
Because things get real, real fast. 