Apotekarnes Julmust is not only a beloved classic, but the brand Swedes most strongly associate with Christmas. After producing the 2024 Christmas campaign, we returned in 2025 to further develop the concept. This time with a significant addition: the first TV commercials the brand has released in over a decade. 

Just like last year, the campaign builds on the simple and relatable insight that a perfect Christmas isn’t perfect at all – it’s real. It’s the rituals, small mishaps and endearing annoyances that stay with us, year after year: tangled Christmas lights, cracked gingerbread houses, toppled trees, and all the little imperfections that have become their own traditions. 

For 2025, the concept “Vissa saker går aldrig ur tiden” was brought to life through two new films, each portraying familiar scenarios where things don’t go as planned. These humorous stories continue to strengthen Apotekarnes’ role as the brand that defines the category, capturing the warmth and authenticity that define Swedish Christmas. 

This year’s campaign will appears across TV, OLV, print, OOH, DOOH and social media.