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

+loyalty program
+Personalized Loyalty

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.