Painful moments

Did you know that almost one in three Swedish adults avoid taking painkillers when experiencing headaches or body aches? This is all because of the old saying “you should not take unnecessary pills” that is still passed on over generations.

Swedes are very cautious about two things: doing something socially awkward and taking ‘unnecessary pills’. Even when we’re in pain. For max effect we combined the two. In Ipren’s new communication concept we dramatize embarrassing everyday situations that can occur because of unmedicated pain. Unfortunately, there are no pills for these painful moments – but for aches and pains, there’s Ipren.

We also translated the concept to their product Iprensa – for pain and fever during cold and flu.

And their product Ipaflex – for back, muscle and joint pain.