Panadol - Global TV and digital

In pain relief marketing brands traditionally compete on speed and efficacy, how fast the medicine works and how effectively it removes pain. The category language is functional, clinical and transactional.

Panadol’s new global brand positioning chose a different starting point. instead of focusing on the moment pain disappears, it focused on what happens next: how people feel when pain is no longer in the way.

Because pain relief isn’t the end goal. Life is.