# Sleep-Inducing Print Ads Ikea's Print Ad Features Lavender and a White Noise Machine By Ell Smith | Published 2018-05-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ikeas-print-ad References: [adweek](http://www.adweek.com/brand-marketing/ikea-created-the-sleepiest-print-ad-ever-complete-with-scented-ink-and-white-noise/) & [memacogilvy](http://www.memacogilvy.com/) Furniture brands often take pride is helping consumers get a good night's sleep, but [Ikea's](https://www.trendhunter.com/trends/ikea-sleep-talk) print ad is taking this one step further, through offering all the tools one might need to achieve a full eight hours of rest. The clever ad has been printed with [lavender ink](https://www.trendhunter.com/trends/this-works-1) -- a scent that's famed for relaxing and calming properties. In fact, lavender oil has been known to alleviate some of the symptoms of insomnia. To make matters even more interesting, this ad comes equipped with a [DIY white noise maker](https://www.trendhunter.com/trends/sleep-soother-machine), that can be created by folding out the tabs, and plugging the system into a USB. It can then be placed by one's bedside to help soothe the user to sleep. Image Credit: Ogilvy Dubai ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 94% | Activity: 95% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Lavender-infused Marketing:** Lavender-infused marketing offers a disruptive innovation opportunity by incorporating calming scents into advertising materials. - **Multi-sensory Advertising:** Multi-sensory advertising presents a disruptive innovation opportunity by utilizing both sight and smell to engage consumers in print ads. - **DIY Sleep Aids:** DIY sleep aids create a disruptive innovation opportunity by empowering consumers to create their own personalized products for better sleep. ### Where This Applies - **Furniture:** The furniture industry can explore disruptive innovation opportunities by incorporating scent-infused materials or DIY sleep aids into their products. - **Advertising:** The advertising industry can leverage disruptive innovation opportunities by adopting multi-sensory approaches like lavender-infused print ads. - **Technology:** The technology industry can tap into disruptive innovation opportunities by creating innovative USB-powered white noise machines for better sleep. ## Related on Trend Hunter - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Co-Branded Sleep Studies](https://www.trendhunter.com/trends/national-sleep-foundation.md) - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md) - [Smartphone-Sized Beds](https://www.trendhunter.com/trends/phone-sleep-collection.md) - [Miniature Phone Beds](https://www.trendhunter.com/trends/phone-sleep.md) - [Time-Specific Marketing Campaigns](https://www.trendhunter.com/trends/u-up-campaign.md) - [Bedside Sleep Aid Devices](https://www.trendhunter.com/trends/lunora.md) - [Sleep-Aiding Tranquil Light Designs](https://www.trendhunter.com/trends/light-player.md)