Aleteia logoAleteia logo
Monday 02 August |
Saint of the Day: St. Peter Julian Eymard
home iconFor Her
line break icon

IKEA runs print ad that’s also… a pregnancy test?

Ikea Ad

Ourwork | Vimeo

Zoe Romanowsky - published on 01/10/18

And if you ARE expecting, you get a discount on a new crib.

So here’s an odd — but arguably kind of genius — marketing ploy. Architectural Digest reports that IKEA has begun running a print ad in a popular Swedish women’s magazine that’s also a pregnancy test.

That’s right. The ad is for baby cribs and if you tear the piece of paper out and pee on it, it will tell you if you’re pregnant.

So how does that even work? According to the AD piece:

The tech was created with Marcene Labs and Åkestam Holst is running the advertisement in Amelia magazine, “one of Sweden’s most influential magazines for women,” the brand told Adweek. The agency also boasted that “technical advancements made during the work with this campaign have the potential to improve medical diagnostics,” so if we see breakthroughs in medicine in the next few years prepare to thank IKEA.

And if you do get a positive pregnancy result, a discounted “family rate” price will show for the crib and you can bring in the ad and get the discount.

Hopefully IKEA cashiers in Sweden wear rubber gloves.

The crib in the ad is called the Sundvik, and is listed on IKEA’s US web site for $119.00, before any discounts.

There’s no indication IKEA plans to run these ads in other countries, although perhaps if it does well, they’ll try it. The whole idea seems kind of gross at first, until you consider that you’ve got to pee on something when you’re trying to discover if you’re pregnant. This is a free test — minus the cost of the magazine — with a discount for a new crib, which is especially enticing to new parents who need baby stuff.


Read more:
How pregnancy forced me to abandon my immodest behavior

Support Aleteia!

If you’re reading this article, it’s thanks to the generosity of people like you, who have made Aleteia possible.

Here are some numbers:

  • 20 million users around the world read every month
  • Aleteia is published every day in seven languages: English, French, Italian, Spanish, Portuguese, Polish, and Slovenian
  • Each month, readers view more than 50 million pages
  • Nearly 4 million people follow Aleteia on social media
  • Each month, we publish 2,450 articles and around 40 videos
  • We have 60 full time staff and approximately 400 collaborators (writers, translators, photographers, etc.)

As you can imagine, these numbers represent a lot of work. We need you.

Support Aleteia with as little as $1. It only takes a minute. Thank you!

Daily prayer
And today we celebrate...

Top 10
Cerith Gardiner
Simone Biles leaves the Olympics with an important lesson for her...
Ignacio María Doñoro
Francisco Veneto
The military chaplain who pretended to be a criminal to rescue a ...
Cerith Gardiner
Gold-winning Filipina Olympian shares her Miraculous Medal for th...
Theresa Civantos Barber
The one thing we all should do before this summer ends
Zelda Caldwell
German women’s gymnastics teams modest dress protests sport’s ...
Violeta Tejera
Carlo Acutis’ first stained glass window in jeans and sneak...
Zelda Caldwell
World-record winning gymnast Simone Biles leans on her Catholic f...
See More
Get Aleteia delivered to your inbox. Subscribe here.