IKEA’s “Pee Ad” was designed to promote its affordable baby crib to expectant mothers in a way that was intimate, empowering, and unforgettable. The goal was to make the ad itself a functional tool—not just a visual message—by turning it into a pregnancy test. This campaign aligned with IKEA’s broader brand platform, “Where Life Happens,” which celebrates everyday moments and life transitions with empathy and practicality.
Campaign Overview
Created by Swedish agency Åkestam Holst in collaboration with Mercene Labs, the ad appeared in Amelia, one of Sweden’s most popular women’s magazines. At first glance, it looked like a typical IKEA print ad featuring a baby crib. But in the lower portion of the page, readers were invited to pee on the ad. If the woman was pregnant, a hidden discount message would appear, offering a reduced price on the crib—available only to IKEA Family members.
This wasn’t a metaphor. The ad used real biochemical technology, similar to over-the-counter pregnancy tests, embedded directly into the paper.
Problem
Traditional retail advertising often lacks emotional depth, especially in categories like furniture. IKEA wanted to:
Connect with women at a deeply personal moment—discovering they’re pregnant
Promote its baby products in a way that felt meaningful, not transactional
Break through the clutter of magazine ads with something truly interactive
Reinforce its brand promise of being there for life’s real, messy, beautiful moments
Execution
The campaign was a masterclass in media innovation:
Biochemical Integration: Mercene Labs developed a reactive strip embedded in the ad that could detect hCG (the hormone present in pregnant women’s urine).
Print Placement: The ad ran in Amelia, a trusted lifestyle magazine with a strong female readership.
Visual Reveal: Upon contact with urine, the ad revealed a personalized discount—a moment of surprise and delight.
Membership Tie-In: The offer was exclusive to IKEA Family members, driving sign-ups and loyalty.
Brand Impact
“The Pee Ad” wasn’t just a stunt—it was a brand-aligned experience. It reinforced IKEA’s identity as:
Emotionally intelligent: Understanding the significance of pregnancy and responding with care
Innovative: Pushing the boundaries of what advertising can be
Accessible: Offering real value to real people at a pivotal life stage
Empathetic: Turning a private moment into a shared celebration
Results
The Pee Ad achieved remarkable visibility, driving 33% awareness and observation in Sweden. It was republished in over 1,700 articles, generated $12 million in earned media, and reached a staggering 4.3 billion global impressions, making it one of the brand’s most talked-about campaigns.
Won Cannes Lions Gold in Health & Wellness
Praised for merging medical-grade technology with consumer advertising
Sparked global media coverage and social conversation
Increased IKEA Family membership and baby product sales
Cemented IKEA’s reputation as a creative leader in retail marketing
Lessons Learned
Function beats form: Ads that do something—especially something useful—create deeper engagement
Emotional timing matters: Reaching consumers at life-defining moments builds lasting brand loyalty
Innovation isn’t always digital: Print media can still surprise when paired with science and storytelling
Empathy drives creativity: Understanding your audience’s emotional landscape leads to breakthrough ideas
