Every spring, 30% of Swedes suffer from pollen allergies. But spring isn’t just allergy season, it’s also fashion season.

While feeds fill with runway looks and trend drops, millions are dealing with puffy eyes, runny noses and red skin.

So we flipped the perspective: Pollen allergy isn’t just something you feel, it’s something you wear.

We launched the SS24 Pollen Collection, where symptoms became style. Tissues turned couture. Pollen became texture. Pharmacy became fashion.

The campaign dropped in two phases:

• Phase 1: “Spotted” paparazzi clips of creators Lisa Borg, Sofi Anckarman and Hanna Alenskog walking Stockholm in full allergy couture. Raw, and posted from anonymous accounts, designed to feel discovered, not delivered.

   

• Phase 2: A high-fashion film that revealed the full concept.

By blurring staged and real, we turned confusion into curiosity, and feeds into conversation. Not an ad interrupting culture, but content behaving like it belongs.

Sales increased, traffic followed, and awareness moved in the right direction during the most competitive moment of the year. 

By showing up in a way no pharmacy brand usually does, We & Kronans Apotek turned a seasonal product push into something people actually engaged with. Not just seen, but shared, and talked about in a way this category rarely is.