Ikea has incorporated a pregnancy test into an ad for a crib in the Swedish homeware giant's latest marketing gimmick.
Women are encouraged to dab urine on the pullout ad and if the test is positive, a special discounted price on cribs is revealed, CNBC noted.
The promotional campaign was created by award-winning Swedish advertising agency Akestam Holst, in collaboration with Mercene Labs, and is published in Swedish women's magazine, Amelia.
"Peeing on this ad may change your life," the ad's headline reads, according to Newsweek, with further instructions encouraging women to "pee on the marked area" and to "wait a moment."
If the woman is pregnant the discounted price will appear in red below the original amount listed in the ad.
Åkestam Holst said per Ad Week that it used a pregnancy test strip as a starting point and developed the ad from there with Mercene Labs, which used its experience to transform a pregnancy test into a full-page magazine insert.
The obvious question is, if the test is positive, does the urine-soaked ad have to be bought into the store in order to qualify for the discount?
Apparently not, according to Ikea Sweden spokesman Magnus Jakobsson, who told CNBC in an email that it was not necessary and that people should simply join Ikea's Family Club.
The concept is original but it is not the first time that Akestam Holst and Ikea have drawn widespread attention for their marketing campaigns.
According to The Guardian, in 2016 the company ran an ad that featured a divorced couple, receiving praise for tackling a subject that is taboo.
This is also not the first time urination has been included in an ad campaign.
In 2001 Animal Planet placed urine-scented ads at the bottom of lampposts to attract dogs, and ultimately their owners, to the ad.
Captive Media also installed urine-controlled gaming systems above urinals, making it possible to play games by ensuring one is aiming straight, Forbes reported.
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