Durex’s Playful Clapback to IKEA Flips the Script for Late-Night Marketing

When IKEA launched its clever late-night marketing campaign, texting customers “u up?” and offering discounts on mattresses to those who responded, Durex saw the perfect opportunity to join the conversation—because sometimes being “up” is a very good thing.

Seizing the moment, Durex flipped the script and playfully replied to IKEA with their own message: “u up?” The exchange quickly gained momentum, and by morning, IKEA followed up with, “how was your sleep?” Naturally, Durex couldn’t resist having the last word. Their response?

“Sleep? Nah… We were busy keeping people up. ”