Innovation in advertising: what are the limit and a limit exists ?

Advertising is a common fact in our world but methods and concept change quickly all the time. Sometimes things are very different. An example, now: the company Ikea has a very different ad running in Amelia, an influential women’s magazine in Sweden. It has  a strip on which readers can dab their urine. Wow ! But...why ?

In factm a pregnancy test is inside. If the woman is pregnant, the strip will reveal a 50 percent discount coupon on a new crib.In other words, the Swedish furniture giant is offering discounts to new mothers who pee on their ad. The creative ad was dreamed-up by Swedish advertising firm Åkestam Hols in collaboration with Mercene Labs, a technology start-up.

Women are invited to pee on that ad !

Mercene Labs, which helped create the ad, explained it had used the pregnancy test strip as a starting point and used the same technology to detect antibodies that bind to the pregnancy hormone hCG, resulting in a color change. “Technical advancements made during the work with this campaign have the potential to improve medical diagnostics,” the lab claimed. Ikea was not the first company to use urination in product promotion. Adweek called the crib ad “definitely the coolest pee-based advertising since 2001 when Animal Planet put urine-scented ads at the bottom of lampposts to attract dogs (whose owners then saw a larger ad at their own eye level promoting a dog award show)”.