Campaign details
Brand: GlaxoSmithKline/PanadolLead agency: Mindshare IndonesiaRegion: APAC
Objectives
Panadol is well known as one of the best pain relief medicines in the market. The variant "Panadol Extra" has higher intensity and stronger pain-relieving properties. However, due to heavy advertising regulations in the medicine category, we had to work our way around communicating this message directly to our customers. Our task was to highlight the benefits of the new product in a clear yet understated manner to the customers.
Another challenge is Panadol is perceived as a premium brand and mostly consumed in big cities,...