Panadol, the effective pain relief brand trusted by consumers for 35 years[1], is revamping its look from October with a new, contemporary packaging design across its whole range. The brand will also be back on TV for the first time in seven years from late October, driving awareness across the nation as we enter the winter months.
The new modernised pack design is set to help distinguish Panadol and encourage consumer engagement with the aim for shoppers to trade up to Panadol. Brand communications on TV and across digital media platforms will further encourage this, highlighting that the ingredients in Panadol Advance and Panadol Extra Advance provide fast* and more effective pain relief than standard Paracetamol. With the upcoming winter months acting as a pain trigger for some shoppers, the refreshed Panadol look poses a lucrative sales opportunity for retailers, given it’s a trusted and high performing pain relief brand in the convenience channel. Sales of pain relief products increase by 22%[2] over the winter months and at a time when shoppers look out for brands that they trust, Panadol is aiming to drive stand-out – not only on shelf with its refreshed look – but via an ATL campaign.
Jasmine Walton, Panadol Senior Brand Manager at GSK, comments, “The pandemic has seen consumer’s take responsibility for their health and self-care, therefore we wanted shoppers to be able to more easily identify the many benefits that Panadol offers. The supporting TV campaign takes viewers on an emotional journey, focusing on the effects pain can have on our everyday lives. This move to a more emotive territory has been developed off the back of a lot of research and with an ultimate desire to drive greater relevancy and a connection with shoppers. Consequently, enabling consumers to be reassured when purchasing Panadol, as they can relate to the brand and its product benefits.”
The TV campaign, Together, We Shine Brighter, will run from late October until December and will also be supported with a widespread social, digital and search programme totalling over £1 million.
*Contains Optizorb Technology
[1] Panadol Original SmPC (https://www.medicines.org.uk/emc/product/6474) Licensed from 29th May 1984
[2] Nielsen ScanTrack, Total Coverage, Oral Adult Analgesics, November 2019 – February 2020
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