Vitamin P(ee)

Vitamin P(ee) - Vitamin gummies made from vitamin C extracted and purified from human urine.

Background: Consumption of dietary supplements has soared globally in recent years. At the same time, a new nationwide survey in Sweden reveals concerning behaviours, with some consumers exceeding recommended doses or taking supplements unnecessarily.

PR Campaign: To raise awareness and start the conversation Swedish pharmacy chain Apotek Hjärtat developed Vitamin P(ee) – gummies made from vitamin C extracted and purified from human urine. The campaign was developed in close collaboration with a researcher at the Biomedical Centre at Uppsala University.

While excessive consumption of certain vitamins and minerals can have serious health consequences, excess vitamin C is excreted through urine. With Vitamin P(ee), Apotek Hjärtat turned that waste into a tangible reminder of the absurdity of buying supplements that our bodies simply flush away.

Because when it comes to supplements, more isn't always better.

The campaign has gained widespread attention across Swedish media and social platforms sparking conversations about the unnecessary overconsumption of dietary supplements.