It’s not every day that corporations can get local marketing spot on. However, in this case, it’s hats-off to Ikea who nailed it recently in Pittsburgh. In their Pittsburgh super store, a sign was recently photographed which read, “Did Yinz know? That’s Pittsburghese for ‘Did you know?’ Did Yinz know that SKUBB drawer organizers come in a six-piece set and are great for organizing your belts, socks, gutchies (underwear) n’at?”

For those wondering, the term ‘gutchies’ is Pittsburgh slang for undergarments. If you look closely between the two words, there are actually a few similarities between their sounds.

In other words, this was a clever advert to sell drawer organizers for Pittsburgh residents to use for their clothes. Speaking of residents, this advert well down well with locals who said, “Moving across country and trying to explain Pittsburgh is like explaining a fever dream that couldn’t possibly exist in reality.” and “This is how I’ve felt since moving here. It’s like an alternate universe and nobody here seems to realize the outside world isn’t the same.”

For those not too familiar with Pittsburghese, this isn’t some fake language and actually has roots in the early Germanic language. It’s important to note that not all residents of Pittsburgh speak Pittsburghese, and the dialect can vary across different neighborhoods and generations. While Pittsburghese has a strong presence in the region, the extent of its usage has been decreasing over time due to various factors such as increased mobility and exposure to media from other regions.