IKEA product names are notoriously difficult to say. Except Billy, the brand’s ubiquitous bookcase, making it pretty much the only IKEA item people refer to by name. To drive sales of its most commonly owned product, which has been around since 1979, the retailer decided to celebrate Billy’s birthday in 2019 by relaunching the product as William – a name more fitting for a 40-year-old. Launched with a video, the “It’s William Now” campaign included promotion in House & Home and an integration with Breakfast Television, which gave a shout-out to William during the show’s popular birthday segment. The simple change had tremendous impact: IKEA sold over 60,000 William bookcases (resulting in $2.2 million sales) in one week without changing the product at all.