Apotekarnes Julmust is not only a beloved classic, but also the brand that the Swedish people most associate with Christmas. In the run-up to Christmas 2024, we had the opportunity to produce this year's Christmas campaign for this long-standing brand. A campaign that would breathe true Christmas spirit, focus on consolidating the role of market leader within the category and during the period, and which could allow itself a little self-distance and entertainment.

Conveying an idyllic Christmas feeling is a balancing act as it can easily become either too perfect and arranged or far too generic. In order to bring emotions and memories to life, which Christmas is absolutely full of, you need things that you can actually relate to.

This year's Christmas campaign for Apotekarnes Julmust therefore shows just that - highlights that can be related to. The endearing annoyances that we put up with year in and year out, as even the tangled Christmas lights, the overambitious and cracked gingerbread houses and the, by cats, toppled Christmas trees have become tradition.