Swedish retailer, IKEA, has released a campaign that doubles as both a discount coupon and a pregnancy test.

According to Adweek, the idea was drummed up by Swedish advertising agency Åkestam Holst to run in Swedish women’s magazine, Amelia.

Basically, after peeing on the ad, if the pee strip technology reveals a positive result you’re then eligible for a discount on a cot.


The agency explains:

“In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. 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.

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.”

Sounds gross! Would you pee on a piece of paper to score a discount?

Share your comments below.

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  • They would need to change their gloves after each one. It is discrimination becuase it means grandparents can’t buy the cot as a surprise gift and get the same discount.


  • This does sound very strange l must say!


  • What a clever ad !
    I’m sure the staff handling these papers are wearing gloves.
    And hey, pee isn’t that dirty ! It’s just the water and liquid we consumed that passed through our amazing functioning bodies ;)


  • A clever concept but surely the hygiene risks would be a put off!


  • ewwwwwwwwww would hate to be the one collecting the used ads! Yuck!


  • I wouldn’t mind being the one getting the discount, but I’d hope the staff having to collect the vouchers are given a big supply of disposable gloves.


  • Going too far to sell stuff.


  • I find it quite amazing. What a wonderful technique. I wonder about the staff having to handle this papers though! ;-)


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