Panadol: Bridging the divide

Judd Labarthe and Malati Afridi

This case study explains how GlaxoSmithKline, the pharmaceuticals company, launched a new cough and cold remedy under its Panadol brand in Singapore with an 'effective and convenient' positioning.

Panadol: Bridging the divide

Judd Labarthe and Malati Afridi

Campaign details

Brand owner: GlaxoSmithKline SingaporeLead agency: Grey Group SingaporeContributing agency: Mindshare Singapore and Pop-Corns Pop CommunicationsBrand: PanadolCountry: SingaporeIndustry Non-prescription, OTC productsChannels used: Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, TelevisionMedia budget: 500k - 1 million

Executive summary

This case study describes how Panadol launched a new cold and flu remedy in a Singapore market where people were creatures of habit, hardwired to develop and follow patterns to save time, effort and thought. (Indeed, that's...

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