Campaign details

Brand: Panadol
Brand owner: GSK
Lead agency: Wunderman Dubai
Country: Middle East & North Africa
Industries: Non-prescription, OTC products
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Panadol was the pain-relief category leader and it had successfully differentiated its communications from that of its competitors. However, having such an emotional and caring approach was affecting the product's perception of being a 'tough' pain reliever.

In order to change that situation we had to focus on strength in a fresh way. In a society that struggles to admit weakness we found two role models: individuals with tough jobs who were not ashamed to admit pain.

These stories brought the brand a 20% increase in market share while improving equity.

Market background and objectives