Blurring the Boundaries Between Medicine and Food: The Canny Marketing of Läkerol in Early Twentieth-Century Sweden

This paper explores the early marketing practices (1910–1940) of the Swedish cough drop brand Läkerol, demonstrating how it capitalised on the ‘spaces of confusion’ posed by the product’s liminality between food and medicine to create a slick marketing campaign inspired by the tried-and-tested formulas of the food industry. Advertisements used a range of strategies, such as expert and role model testimonials, humorous and serious newsjacking and the introduction of a friend-physician brand mascot to extend Läkerol from a cold remedy to an everyday product necessary for fun and excitement. By telling consumers not just about its benefits, but also connoting that it was part of a contemporary way of living, Läkerol was able to incorporate itself into a daily consumerist lifestyle, growing into a trendy and popular brand consumed daily by Swedes as part of a ritualised practice.