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Kronans Apotek

Valla by Kalla

The skin care line “Kalla” is developed by Kronans Apotek in collaboration with cross-country skier and three-time Olympian Charlotte Kalla. At the 1st of April 2021, the line got two new additions under the name “Valla by Kalla”, a condom and a lubricant with extra “valla” (ski wax).

The April fools joke spread like wildfire across the internet through a faked press release, ads packed with skiing puns – and by Charlotte Kalla herself. The purpose of the campaign was ofcourse to build brand and to highligh the Kalla-line, but also to bring a little joy and laughter in the covid darkness.


“At kronansapotek.se organic search for “Kalla” increased 857% during the week.”