Panadol: Tales of Tough

Alvaro Bretel

Pain relief medication brand Panadol used video content to shift perceptions to being 'tough' on pain across the Arabia region.

Campaign details

Brand: PanadolBrand owner: GSKLead agency: Wunderman DubaiCountry: Middle East & North AfricaIndustries: Non-prescription, OTC productsMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Panadol was the pain-relief category leader and it had successfully differentiated its communications from that of its competitors. However, having such an emotional and caring approach was affecting the product's perception of being a 'tough' pain reliever.

In order to change that situation we had to focus on strength in a fresh way. In a society that struggles to admit...

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