Background

For decades Panadol has been a trusted brand for pain relief. Whilst needing to stay relevant, it’s important to put consumers first, and understand how their pain, and lives are changing and ensure the Panadol brand is still supporting healthier, pain free lives. The purpose-driven brand campaign ‘Let’s Rethink Care’ provides an opportunity in a relevant way as we move beyond the pill and become part of a bigger conversation.

Tension

How does a quick fix pain reliever have a role in an always on society?

Approach

Have a bigger conversation around pain relief which moves from the pain moment to the pain causes and prevention.