Advert only visible if you are pregnant

Rob van den Braak/11/01/2018/Marketing/Advertising

IKEA has placed and advert in a Swedish magazine for expecting mums where the special offer is only visible if the pregnant woman drips a few drops of her urine on it.

The advert for the Sundvik cot encourages the reader to urinate on a special strip glued onto the advert. If you are pregnant the price is lower.

The video shows how it works. Ikea has collaborated with Mercene labs in Sweden. The technology is the same as used for pregnancy tests. Other possibilities are for example strips to detect diabetes.

Rob van den Braak

Printer’s devil (1964), phototypesetter, offsetprinter, teacher of graphic techniques, salesmanager, productmanager, trade journalist, founder of BlokBoek e-zine (2011). But above all husband, father, friend and lover of life in southern Spain (since 2010).