What's in a name? Case# 2,351: Ikea's Gutvik Bunk Bed

In Sweden, Gutvik is a teeny village or Ikea bunk bed.
In Germany, Gutvik is something significantly different.

Ach du lieber Gott!

Ikea names its furniture and furnishing after a range of things. Bedding is named after flowers while beds are named after Norwegian cities. It was unfortunate then that the hugely popular child's bed 'Gutvik' amused/riled customers in Germany due to its similarity to a German phrase meaning 'good f**k’'. Australian Ikea stores recently renamed the desk called 'Jerker' but outrage about the bench called 'Fartful' is yet to be ignited.

The irony of the "Better living through successful branding" line is rather remarkable.

Comments (1)

  • Dabitch's picture

    makes complete sense - it's a childs bed. You frolic in bed = you make children! tadah!

    Apr 21, 2003

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claymore Creative Director, copywriter and ad connoisseur that has been riding the wild surf of advertising in style, panache and grace for two decades.