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  • Ikea urges pregnant mother to urinate on its ad

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    Swedish furniture retailer Ikea has hit on a novel idea to promote its new range of cribs – by asking pregnant women to urinate on its print ad to claim the prize.

    Devised by Swedish ad agency Åkestam Holst in conjunction with chemical manufacturer Mercene Labs, the magazine advertisement contains technology included in pregnancy tests, changing colour when urine is applied, and giving confirmation if the reader is pregnant.

    Discussing the unique promotion, a spokesperson at the agency said: “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.”


    Stuart O'Brien

    All stories by: Stuart O'Brien