# Painfully Fashionable Drugstore Ads The NK Pharmacy Campaign Appeals to Stylish Individuals By Meghan Young | Published 2012-06-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/nk-pharmacy-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/nk-pharmacy-pain-backache-cold-sore-blisters/) & [garbergs.se](http://www.garbergs.se) At first glance, the NK Pharmacy campaign looks like a typical editorial found in a fashion magazine. For those who like to read the [fine print](https://www.trendhunter.com/trends/specsavers-campaign) (or any print for that matter), they will discover that this series of ads revolve around the [alleviation of pain](https://www.trendhunter.com/trends/hemorrhoid-relief). It is hilarious to note that typical model poses can be interpreted as 'period pain,' 'back pain,' and 'cold sore.' The NK Pharmacy campaign was created by Stockholm-based ad agency Garbergs. Part of the Swedish retailers' Health Initiative, the NK Pharmacy campaign promotes their fast prescription service, sound advice and reliable expertise. Photographed by Joel Rhodin and styled by [Nike](https://www.trendhunter.com/trends/awake-ny-x-air-jordan-6) Fröhling Felldin, the ad campaign was art directed by Johan Wilde and Mattias Dahlqvist. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 76% | Activity: 62% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Fashionable Health Campaigns:** There is an opportunity for fashion and health industries to collaborate on campaigns that appeal to stylish individuals and promote health products/services. - **Pain-relief Advertising:** There is an opportunity to create humorous and creative advertising campaigns that use typical fashion poses to promote pain relief products. - **Prescription Service Promotion:** There is an opportunity to promote fast prescription services, sound advice, and reliable expertise in creative ways, as exemplified by the NK Pharmacy campaign. ### Industries Being Reshaped - **Fashion:** Fashion brands can collaborate with health brands to promote fashionable health products/services as part of their health initiative, as in the case of the NK Pharmacy campaign. - **Healthcare:** Healthcare providers can use creative advertising campaigns to promote prescription services and expertise, as demonstrated by the NK Pharmacy campaign. - **Advertising:** Advertising agencies can create humorous and creative advertising campaigns that use typical fashion poses to promote pain relief and health products/services. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Sporty Pharmaceutical Campaigns](https://www.trendhunter.com/trends/advil-x-the-nfl.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Wasp Perspective Beauty Campaigns](https://www.trendhunter.com/trends/perfectly-imperfect.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Y2K Weather-Report-Style Skincare Campaigns](https://www.trendhunter.com/trends/drycuticle-season.md) - [Romantic Allergy Medication Campaigns](https://www.trendhunter.com/trends/astepro-allergy-campaign.md)