Trending PR Campaigns
Made from Husband Material
IKEA Australia joined the online reaction to Alexander Skarsgård’s wicker character in the film Wicker by advertising a rattan bench with the line, “Made from husband material.” The playful product tie-in was reposted by the film’s studio, turning a timely cultural moment into a simple, shareable joke.
Why it worked: It hijacked a spiking meme with a real, buyable product and a double‑entendre line, then earned amplification from the film studio.
The lesson: Consider piggybacking on a fast-rising meme by linking it to an in-stock product with a punchy, double-meaning caption and tag principals.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| parade.com | IKEA Heard Your ‘Wicker’ Jokes and Turned Alexander Skarsgård’s Internet Thirst Into a Clever Ad - Parade | Thursday 6th August, 2026 |
| ew.com | IKEA posts Alexander Skarsgård-themed ad after ‘Wicker’ memes | Friday 7th August, 2026 |
| thewrap.com | IKEA Turns Alexander Skarsgård’s Viral 'Wicker' Man Moment Into an Ad, and a Bench | Friday 7th August, 2026 |
| thewrap.com | IKEA Turns Alexander Skarsgård’s Viral 'Wicker' Man Moment Into an Ad, and a Bench | Friday 7th August, 2026 |
| creativebloq.com | Ikea goes viral with racy wicker bench photo because Alexander Skarsgård | Creative Bloq | Saturday 8th August, 2026 |