Half of Sweden’s population have some kind of stomach problem. Apoteket could help a lot of them feel better. But very few want to talk about their symptoms.

So we came up with the Stomach Test, where you can test your symptoms and get a personal recommendation in the privacy of your own home.

The objective of the campaign is to make the subject less embarrassing.

The idea is a documentary from inside the stomach, where we get revealing insights of the working conditions in the tummy. We visit the stomach, the intestines and the rectum to hear their side of the story.

A total of 17 TVC ads have been produced, in addition to print ads and banners. The print ads were investigating reports from inside the stomach.

The stomach test was visited by approx. 200,000 swedes during the campaign period, of which 160,000 completed the test. Sales went up with between 60-100% (depending on the product) and the Swedish Pharmacy actually gained in market share in the segment during the campaign. This added share has been consistent, even after the campaign-period.