Kronans Apotek

Brand Positioning Metrics
Concept Evaluation
Campaign Coordination
Multi-channel Integration
Brand Asset Optimization

Kronans Apotek faced a dilemma: Swedish consumers saw all pharmacies as interchangeable options selling the same products.

Despite Sweden's pharmaceutical monopoly ending years ago, the mindset persisted. Meanwhile, digital-first competitors were winning with speed and convenience, while traditional players competed on expertise and warmth.

Kronans Apotek needed to carve out a distinctive position that would drive both brand recognition and consideration in an increasingly crowded market.

We positioned Kronans Apotek around the core insight that health is inherently personal - what works for your neighbor won't necessarily work for you. This led to "Ingen är som du" (No one is like you), establishing them as the pharmacy that recognizes and celebrates individual health journeys rather than treating everyone the same.

The goal was to break the mold of the dilemma and focus on a core message around uniqueness and personalisation. Not only to connect with customers, but also to break the perception that all pharmacies are the same. Simple, yes, but effective. 

In 6 months, we grew Kronans Apotek consideration by 14% - significant movement in Sweden's trust-based pharmacy market.

By making personalization tangible rather than promised, we shifted perception from 'another green pharmacy' to 'the pharmacy that knows me.'

This strategic focus also created a replicable system for maintaining distinctiveness across all brand expressions.