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IKEA Wants Pregnant Ladies to Pee on a Magazine for a Crib Discount

ikea advertisement on white backgrop
Photo courtesy of IKEA/Akestam Holst/Mercene Labs


Attention, ladies! Are you pregnant or think you might be? Are you in Sweden? Well, urine luck!

IKEA Sweden is looking out for citizens in its home country the way any proud parent would. It’s giving expectant moms a big discount on a new crib if they pee on one of its ads in Amelia, a popular women’s magazine.

Yes, you read that right. I said pee. On an ad. In a magazine. Stay with me here…

IKEA Ad Lets the Discounts Flow

IKEA Sweden is taking its “Where Life Happens” campaign to a whole new level. According to Adweek, it partnered up with the Swedish ad agency Akestam Holst/NoA for a one-of-a-kind interactive ad that uses a pee strip.

Once the strip detects the pregnancy hormone HCG, it reveals a new discounted price in red ink. With a little whiz-ardry: That 995-krona ($121.53) crib just went to 495 krona ($60.46).

From what we can tell, it’s pretty high-tech, albeit somewhat gross.

Much like a pregnancy test, it appears to only need a wee bit of urine to activate, so no need to make a big mess. Just thinking about the potential IKEA pee fails has me checking Twitter every 10 minutes.

But hey, saving is saving, especially when you discover you’re expecting… unexpectedly.   

What a time to be alive!

Stephanie Bolling is a staff writer at The Penny Hoarder. She has never peed on a magazine.

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