IKEA Ad Doubles as a Pregnancy Test (No Joke)

IKEA has embraced a, um, golden marketing opportunity by encouraging potentially pregnant women to pee on its print ads.

Yes, IKEA’s latest print ads, from Swedish advertising agency Åkestam Holst, contain a swatch created with chemicals similar to those found in at-home pregnancy tests. So if you urinate directly on the ad, it sets off a chemical reaction that reveals a lower price for the crib advertised.

They’re currently running the advertisement in Amelia magazine, “one of Sweden’s most influential magazines for women,” the furniture giant told AdWeek. The agency also claims “technical advancements made during the work with this campaign have the potential to improve medical diagnostics,” so we see breakthroughs in medicine in the next few years, IKEA may have been behind it — especially any breakthroughs involving Allen wrenches and lots of leftover parts.

The crib being advertised, the Sundvik, is currently available for $119 online, pre-discount. It’s not clear whether a person has to bring the peed-on paper into a store to redeem their savings, or if the ad also reveals a code that can be used online. Regardless, the marketing ploy is sure to make a splash.