“Peeing on this ad may change your life.”
That’s the tagline for Ikea’s latest advertisement and it serves a dual process.
Ikea is pitching one of its stylish baby cribs in the new magazine ad. It also encourages women to pee on it at the same time.
If the woman’s pregnant, the advertisement will reveal – in red- a special discounted rate on the cribs.
“This ad is also a pregnancy test. Pee on the marked area and wait a moment. If you are expecting, you will get a surprise right here in the ad,” it states.
The unique marketing ploy was created by Ikea with Mercene Labs and utilizes a technology similar to those found in pregnancy tests, Adweek reported.
“You don’t have to hand in any ad with urine on it or anything,” said Ikea Sweden spokesman Magnus Jakobsson, as reported by CNBC. “Simply join IKEAs Family Club.”
The advertisement is currently running in Amelia magazine, a Swedish publication geared towards women.
