Ikea’s blue plastic Frakta bags are globally recognizable, so when Balenciaga released a strikingly similar $2,145 leather bag, the retailer launched a tongue-in-cheek campaign to help consumers tell the difference. Promoting the obvious qualities of their 99-cent bag, such as its ability to withstand being thrown in the dirt and rinsed clean, they uncovered a product that people didn’t even know they desired.