Get All Access for $5/mo

Ikea Is Asking Women to Pee on This Ad, and We've Got Questions The magazine ad is aimed at pregnant women, in case you're wondering.

By Nina Zipkin

IKEA

There are probably some odd things that people would do for a good discount, but this is a new one. In Sweden, furniture maker and meatball purveyor Ikea has released its first magazine advertisement of 2018, and the company has included some, let's say interesting, technology in the ad.

The advertisement is meant for expectant families, as it features a stylish black crib and reads "peeing on this ad may change your life." Yep, if you're a pregnant lady and you pee on the paper, a reduced price for the crib will be revealed as part of the Ikea Family Discount.

Related: Ikea Designers Using Mars Simulator for Ideas Understand a Secret About Creativity

The process was developed by Swedish advertising firm Åkestam Holst and biotech startup Mercene Labs. And apparently, Ikea is not the first company to go for a pee-oriented advertisement. Back in 2001, to promote a dog awards show, Animal Planet placed ads that had dog urine scent at the base of lamp posts to get a canine's, and, by extension, a human's attention.


Ostensibly you can then bring in the coupon to purchase a new crib. And so far, the response seems to be positive -- at least from fellow creatives in the ad world, who even think the pee ad is an innovative move. "With digital media prone to tying itself into knots of complexity, this 'traditional media' print ad shows how to do interactivity powerfully," The Core Agency founder Jon Skinner told Adnews.com.

This ad seems to be the most recent in a long line of offbeat promotions -- like commissioning of a peregrine falcon statue made of Allen wrenches to open a store in Sheffield, England or the company's response to Balenciaga's $2,145 leather version of it's blue bag. Clearly Ikea isn't taking itself too seriously.

Still, we have some questions and concerns regarding...logistics.

Related: IKEA's 'Open Platform' Embraces Furniture Hacking

Chiefly, think of the poor cashiers and and sales personnel who might have to handle the coupon. Will there be plastic bags and latex gloves involved to get it to the store? Can you redeem it online? There has to be a better way to get a furniture discount. We're all for ingenuity and innovation, but mostly, our main question is, why?

We've reached out to Ikea for clarification and will update with any additional information.

Nina Zipkin

Entrepreneur Staff

Staff Writer. Covers leadership, media, technology and culture.

Nina Zipkin is a staff writer at Entrepreneur.com. She frequently covers leadership, media, tech, startups, culture and workplace trends.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Growing a Business

He Immigrated to the U.S. and Got a Job at McDonald's — Then His Aversion to Being 'Too Comfortable' Led to a Fast-Growing Company That's Hard to Miss

Voyo Popovic launched his moving and storage company in 2018 — and he's been innovating in the industry ever since.

Branding

ChatGPT is Becoming More Human-Like. Here's How The Tool is Getting Smarter at Replicating Your Voice, Brand and Personality.

AI can be instrumental in building your brand and boosting awareness, but the right approach is critical. A custom GPT delivers tailored collateral based on your ethos, personality and unique positioning factors.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Is the AI Industry Consolidating? Hugging Face CEO Says More AI Entrepreneurs Are Looking to Be Acquired

Clément Delangue, the CEO of Hugging Face, a $4.5 billion startup, says he gets at least 10 acquisition requests a week and it's "increased quite a lot."

Business News

You Can Now Apply to Renew Your U.S. Passport Online — But There's a Catch

The U.S. State Department officially launched the beta program this week.

Business News

Sony Pictures Entertainment Purchases Struggling, Cult-Favorite Movie Theater Chain

Alamo Drafthouse originally emerged from bankruptcy in June 2021.