IKEA Wants Pregnant Women To Pee On Its New Ad

IKEA Wants Pregnant Women To Pee On Its New Ad

Expectant mothers can literally pee on IKEA's new print ad as a pregnancy test and get a 50% discount on a $1,000 crib

Ivanha Paz
  • 15 january 2018

Leave it to IKEA to release a “life-changing” print ad. Expectant mothers who pee on IKEA’s new ad will get a 50% discount for IKEA Family loyalty program members.

The ad, developed by the agency Åkestam Holst, reads “Peeing on this ad might change your life.” Instead of your run-of-the-mill plus or minus signs, the paper will reveal a 50% discount for an $1,000 IKEA crib for anyone who is pregnant. Customers still have to sign up for IKEA Family to receive it, which is clever and certainly less awkward than showing the urine-soaked paper to a store employee.

The technical aspect of the ad was done by Mercene Labs, which placed a rectangular strip on each of the ads where people are supposed to pee—so it’s not a trick, but an actual pregnancy test.

The ad is definitely original, although using pee as your attention grabber is a pretty bold move, even for IKEA.

IKEA | Åkestam Holst

+Åkestam Holst
+loyalty program

More in home


These IKEA Speakers Are Made For Spur-Of-The-Moment Parties

IKEA tapped Teenage Engineering to create a collection of products for the perfect home party, including speakers and LED lights

23 February 2018

IKEA Collaboration Replaces Mediocre Wall Posters With Art

The home retailer teamed up with camera manufacturer Hasselblad to make affordable prints of renowned photographers' works

21 February 2018

The Latest


A conference celebrating innovation in brand experience, retail experience and consumer culture.

May 18, 2018 | New York City

Christina Agapakis of Ginkgo Bioworks describes how the incredible feats of biology can be integrated into human-driven design. For more head over to

September 27, 2017
No search results found.