In a market dominated by expensive, brand-name mattresses, it was critical for IKEA to convince people that it had a good quality product that would provide people with the same benefit.

The world is divided into 'morning people' and not morning people. When it comes time to get up and face the day, it’s never easy for a non-morning person. Perhaps if they slept on an IKEA mattress, they might see what they’ve been missing.