To show how affordable Ikea products were we took the price and turned it into a new currency. 1 stool equals 3 coffees, a coffee table equals 5 packets of toothpaste, a cupboard equals 5 pizzas.
This way our customers understood that you get a whole lot for the price of everyday things. So we changed the prices for graphic symbols of everyday things. Now customers could easily work out how affordable IKEA products are compared to items we buy everyday without a second thought. They loved IKEA's new currency.