GSK takes ‘holistic’ approach with new Panadol campaign

Multinational company GSK Consumer Healthcare Australia has launched a new Panadol campaign aimed at Australians who are looking for more holistic ways to manage their pain.

‘Let’s Rethink Care’ taps into the growing health and wellness trend by encouraging consumers to make small changes for better wellbeing.

“Challenging the way Australians treat, prevent and deal with pain is a bold conversation for Panadol. It positions them as a brand that can empower Aussies with tools, advice and initiatives to help them conquer all forms of pain,” said Chad Mackenzie ECD, whiteGREY creative agency.

“It’s about encouraging Australians to rethink how they care for themselves, suggesting that every positive change – no matter how small – can make a difference. We love the fact this message extends beyond medicinal care and enters a conversation of wellness and wellbeing – moving away from the pain moment to pain causes and prevention. It’s a bold move and one which we, as an agency wholeheartedly support.”

The ‘Let’s Rethink Care’ campaign also includes an activation, Healthies, encouraging Aussies to take a day off when feeling under the weather to look after themselves before they get sicker.

“Healthies essentially tap into the Australian psyche of chucking sickies and turning that thinking on its head and suggesting that waiting until we’re really sick might not be the best way, so why don’t we take a ‘healthie’ instead. It’s just another way the Panadol brand is extending its relevance to consumers in their busy lives,” said Mackenzie.

Nick Boyden, area marketing director, GSK Consumer Healthcare ANZ said it’s important that Panadol stays relevant to remain a trusted brand for pain relief.

“It’s important we continue to put our consumers first, to understand how their pain, and lives are changing and ensure the Panadol brand is still supporting healthier, pain free lives,” Boyden said.

He said the new campaign helps the brand “move beyond the pill” and become part of a “bigger conversation”.

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