We\u2019re delighted to share our first campaign in a series of collaborations with Swedish pharmacy Kronans Apotek.<\/p>\n
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We were tasked with breaking away from the homogenous feel of high-street competitors and creating a brand promise that really resonated with modern Swedes.<\/p>\n
You don\u2019t need to walk very far on the high-street to find a pharmacy. This extremely crowded and competitive market is thriving - no doubt in large part to a Swedish focus on health consciousness and wellness.<\/p>\n
But marketing often leans on the clinical and serious; often veering into degrees of perfectionism and \u2018finger-wagging\u2019. And in the age of mindful living, mental health awareness and a general shift towards self acceptance, we felt that was misguided.<\/p>\n
Our answer is our new campaign named \u2018\u00c4ra alla dina sidor\u2019 (loosely translated to \u2018embrace every side of you\u2019 in English) As a pharmacy, Kronan promise to understand all your characteristics and habits - even the seemingly negative qualities.<\/p>\n
\u201cAs a pharmacy we want to stand up for being exactly as you are, a complete human with many different sides\u201d says Emelie Friis, Marketing Director at Kronans Apotek. \u201cYou don\u2019t have to be perfect all the time. We want to highlight the multifaceted parts of every person. We all have both good \u2013 and bad sides, that we might not be as proud to show.\u201d Like vanity, for example.<\/p>\n