IKEA Rolls Out New Ad That Requires Pregnant Women to Pee on it

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Ikea has been on the cutting edge of furniture retail for years. Their latest attempt at advertising, though, has split the opinions of their customers. They’re hoping to catch the attention of soon-to-be parents with this one, but the discount they’re offering to their customers comes with a catch.


“Swedish agency Åkestam Holst came up with the unusual promotion,” the Daily Mail writes, “which urges women to urinate on it in order to reveal a discount code.”

“Peeing on this ad may change your life,” the ad says. The words are printed above an image of Ikea’s Sundvik crib. If you are pregnant, the discount will appear when you urinate on the ad.

Ad Week, writing about the advertisement, explains that Ikea worked with Mercene Labs to create a reactive coupon.

“The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change,” Åkestam Holst explained.

“For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics.”

“Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.”

As of now, the ad is only running in one magazine, the Swedish magazine Amelia. If the campaign proves successful, the concept may run more widely.


The reaction to the news of the ad, though, has already made this one of the most successful Ikea ads ever. The news is going viral, especially the part that asks women to bring the ad to the store for the discount.