The egg is king. For now, anyway.
Last week, an ordinary, brown speckled egg toppled Kylie Jenner’s baby as the most-liked post on Instagram. It’s the post that launched a thousand memes: the egg and Jenner courtside, a bad boyfriend distracted by the egg, Spider-Man and the egg.
Ikea Saudia Arabia and Leo Burnett Saudi Arabia got in on the egg fever with an Instagram post congratulating it on its success and suggesting it put its…uh, feet up. “After all this fame, get some rest! @world_record_egg,” the caption reads. A similar egg sits, nestled cozily in one of the brand’s Tveksam egg cups.
It’s not the first time Ikea has leaned into pop culture to promote its products. First, there was its deft response to Balenciaga's Frakta bag copycat. The retailer also offered directions for turning a rug into Jon Snow’s cape from “Game of Thrones,” complete with its usual wordless diagram.
That was followed by instructions for creating a “The Handmaid’s Tale” Halloween costume from a red curtain and a lampshade.