IKEA Hong Kong playfully riffs on anti-drug poster gaffe

IKEA Hong Kong has taken a playful jab at the government's latest anti-drug publicity campaign, which recently sparked controversy after a banner displayed part of its slogan that inadvertently read as "Let's stand firm and take drugs" (一齊企硬 take嘢). The banner has since been removed.

In an Instagram post, IKEA Hong Kong promoted its anti-slip floor mats with a caption that read: "Listen to me: Let's stand firm. Avoid tripping over. With rug underlay with anti-slip, you're less likely to trip over and avoid scratching the floor. Stand firm—no matter how many times you do Generation X moves, you'll stay steady." (聽我講 一齊企硬 唔KICK嘢)

The post has garnered over 3,000 likes, with many praising the brand's quick-witted response, while others chimed in with amused comments.

The original campaign was launched by the Security Bureau and the Action Committee Against Narcotics (ACAN), targeting the drug etomidate and featuring local pop star Aaron Kwok. Titled "Listen to me: Let's stand firm. Knock drugs out!" (聽我講：一齊企硬　唔take嘢), the campaign adopted a bright, stylish, and positive tone to encourage the public to embrace a healthy lifestyle and stay away from drugs.

Don't miss: Aaron Kwok fronts new government campaign to combat etomidate abuse

As part of the initiative, new TV and radio public service announcements starring Kwok depicted scenarios where young people were lured via social media into taking or trafficking etomidate. Out-of-home ads were also placed at prime MTR stations.

However, a giant anti-drug poster displayed at Tsim Sha Tsui MTR station reading "Stand Firm, Say No to Drugs" sparked a public relations crisis after a photo went viral on local social media on Thursday. Due to the layout of the pillar where the poster was installed, the character "唔" (meaning "no" or "not") was placed on the opposite side, causing the slogan to read instead as "Stand Firm, Take Drugs"—clearly reversing the intended message.

In response, ACAN apologised on Friday for the oversight. "Yes, we were careless… The social media team is truly sorry. We didn't check the angle of the advertisement and have immediately removed and remade it," the post read.

Reflecting on the incident, the bureau added with a touch of self-deprecating humour: "An ad can be redone—take two—but if you take drugs, life doesn't get a second chance." The post concluded with the question, "Have you learned your lesson today?"—once again reminding the public to "Say No to Drugs."

The post drew widespread praise from netizens. Comments included: "Even though you messed up this time, thankfully you responded quickly enough," "Nice save—great job, social media team!" "What a PR strategy—impressive!" and "Whoever wrote this statement deserves a raise."

MARKETING-INTERACTIVE has reached out to ACAN and MTR for a statement. 

IKEA HK is known for trendjacking latest trends in town. Back in April last year, IKEA Hong Kong took a jab at alleged scalpers queuing outside the beloved Japanese character Chiikawa pop-up store, who responded incorrectly to Chiikawa-themed pop quizzes provided by the frontline staff. This comes after a woman in the queue referred to the characters as "Kawachii" instead of their real names Chiikawa. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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