Would you pee on a magazine to get a discount on furniture?

Swedish furniture giant IKEA recently published an advertisement for a crib in a limited edition Swedish magazine called Amelia.

The tagline is "Peeing on this ad may change your life".

The promotion features a picture of the crib, as well as the price. At the bottom of the page is a strip that is made up of the same materials included in at-home pregnancy tests. 

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Why would a magazine print a pregnancy test? Because IKEA wants pregnant women to pee on the strip to reveal a discount.

Yip, this is a real thing that happened. 

It is unclear whether the woman has to take the soiled magazine to the store in order to claim the discount, but this does sound like a somewhat unhygienic exercise.

We all know babies are expensive. Would you pee on a magazine to get a discount?

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