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...