Healthcare & Pharmaceutical / Apoteket
Diagnosis and treatment for a drugstore
On the heels of a decentralization of the market in 2009, Apoteket lost two thirds of its business. To stay competitive, the brand was in urgent need of a facelift. Though positive and appreciative, most Swedes remained reluctant customers (unless ill, of course). And, for better or worse, Apoteket still carried the stamp of officialdom.
A warmer, friendlier image shifted the focus from drug supplier to healthcare advisor. A revamped visual identity, new and remodelled stores as well as own-label products on the shelves strengthened Apoteket’s position as the safe, reputable choice – while at the same time launching a retail chain in step with the times.
Swedes still like Apoteket. In fact, it has gradually emerged as one of our most valuable consumer brands, with credibility soaring across the country (according to Reputation Institute and Nordic Brand Academy). And though private labels are on the rise throughout the sector, Apoteket’s product portfolio reigns supreme in medicine cabinets all over Sweden.