KEA is currently transforming into a leading brand in sustainability, pledging to be fully circular by 2030. During a post-game press conference during Euro 2020, Portuguese legend Christiano Ronaldo made headlines when he pushed away the Coca-Cola bottles in front of him and held up a bottle of water saying “Agua.”

That moment cost Coca-Cola a reported 4 Billion dollars and it gave IKEA the perfect opportunity to promote a sustainable message and ultimately hijack the conversation of the tournament with a recyclable IKEA water bottle.