Background

Panadol is one of Australia’s most loved and trusted brands, with 60 years of history in Australia. Under increasing pressure from competitors, including the rise of generics, Panadol wanted to be seen as more than just the white tablets you take when you have a headache.

Tension

How do you turn a brand that is seen as a quick fix for a headache into a brand that is relevant for modern day pain?

Approach

You help people to switch off from life’s headaches