Apotek Hjärtat: Sunscreen on tap will make swedes use sun protection, 2

Credits & Description:

Agency: Wenderfalck
Client: Apotek Hjärtat - Apolosophy

Creative Director: Petter Rudwall
Client Director & PR Advisor: Emma Nilsson
Creatives: Greta Rönneskog, Adam Radi
PR Consultants: Katharina Sand, Hugo Ryckert

Synopsis:
Sunscreen on draft will make Swedes protect themselves from UV radiation this summer

A survey conducted by the Swedish pharmacy chain ‘Apotek Hjärtat’ reveals that the main reason why Swedes fail to use sunscreen is because they don’t have it at hand when they need it. Many people remember to use sunscreen on the beach but fail to use it in other sunny places such as outdoor terraces. As much as every fifth young Swede has become sunburnt in an outdoor dining place. Therefore, Apotek Hjärtat has equipped one of Stockholm's most sunny rooftop bars with a new kind of summer brew: sunscreen SPF 20 on the barrel.
Sweden is not directly known for its warm weather but when the summer sun is shining the Swedes are not late to maximize exposure to the sun. However, six out of ten do not use sunscreen in Sweden. At the same time 95 percent have sunburnt at some point.
To encourage more people to protect themselves from the sun at Swedish outdoor bars and restaurants, Apotek Hjärtat is now launching sunscreen on draft. The sun cream has SPF 20 and comes in a specially designed tap, similar to the beverage taps that are commonly used in restaurants and bars.
– Swedes are pretty good at protecting themselves from UV radiation at the beach but we see that on other occasions we are not as good at using sunscreen, even after sitting in the sun for several hours. Outdoor dining is a good example, where many people spend a lot of time enjoying the nice weather. I hope our sun protection tap can encourage more people to use sunscreen this summer, says Annika Svedberg, Head Pharmacist at Apotek Hjärtat.
The survey shows that the most common places to use sunscreen are on the beach (66 %), on the sea (40 %) and in the garden (30 %). Only 7 percent of the respondents use sunscreen when sitting in an outdoor dining space.
The sun protection tap will initially be available at the popular Barrio rooftop bar in Stockholm. The sunscreen is by Apotek Hjärtat's own brand Apolosophy and bottles in small glasses. It can be ordered for free this summer.