Panadol calls on Australians to 'rethink care'

18 July 2019

Creative Agency: WhiteGrey

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GSK Consumer Healthcare Australia worked with whiteGREY to create a new brand campaign for Panadol as consumers change their approach to pain relief.

GSK Consumer Healthcare Australia has launched a new local brand campaign for pain relief brand, Panadol, via its strategy and creative agency, whiteGREY Sydney.

The purpose-driven brand campaign, Let’s Rethink Care, has been developed in collaboration with local agencies Geometry, Wunderman Thompson, Edelman, Weber Shandwick and Publicis, led by whiteGREY Sydney.

It was inspired by the behavioural insight that Australians are looking for more holistic ways to manage their pain relief without relying on pills alone.

Chad Mackenzie ECD, whiteGREY Sydney says the insight presented Panadol with an enormous opportunity to become part of a broader pain conversation by proving its commitment to offer consumers support and pain relief beyond the pill.

“Challenging the way Australians treat, prevent and deal with pain is a bold conversation for Panadol," Mackenzie says.

"It positions them as a brand that can empower Aussies with tools, advice and initiatives to help them conquer all forms of pain.

“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."

As part of the Let’s Rethink Care campaign GSK Consumer Healthcare and whiteGREY have introduced an activation called "healthies"; a preventative day off when someone is feeling run down or in need of a day off to look after themselves before they get sick.

“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,” Mackenzie says.

“It’s just another way the Panadol brand is extending its relevance to consumers in their busy lives.”

Nick Boyden, area marketing director, GSK Consumer Healthcare ANZ says the campaign enables Panadol to "stay relevant" and put the consumer first.

“The ‘Let’s Rethink Care’ campaign provides an opportunity for us to do this in a relevant way as we move beyond the pill and become part of a bigger conversation," Boyden says.

The fully integrated campaign launches across TV, internal collateral, digital, OLV, website, PR, social and shopper.

It is the first iteration of the Let’s Rethink Care campaign which will grow and evolve through 2020 across other media including OOH, cinema and radio.

Agency credits
Strategy & Creative Lead Agency – whiteGREY
Chad MacKenzie – National ECD
Tintin Ghosh – Creative Director
Misa O’Connell – Senior Copywriter
Jerome Gaslain – Senior Art Director
James Keeler – Chief Strategy Officer
Georgie McGarr – Group Director
Sophie Turner – Account Director

Media Agency – Publicis
Alison Jones – Group Business Director
Alex Hudson – Digital Manager
Kayte Holmes – Account Director

PR – Edelman
Fern Canning-Brook – Managing Director
Rachel Winter – Senior Account Director
Maaike Dijkstra – Account Manager
Emma Bedson – Account Manager
Eliza Laurence-Chenu – Assistant Account Executive

Social – Weber Shandwick
Mollie Fearnon – Senior Social Strategist
Helen Wallace – Content Developer

Shopper – Geometry
Mark Hutton – Senior Account Director

Digital – Wunderman Thompson
Kirsty Angus – Group Engagement Lead

Director – Sweatshop
Zoe McIntosh

Photography – Louis & Co
Dick Sweeney

Production – Hogarth
Tracey-Lee Permall – Integrated Producer

Music & Sound – Smith & Western Sound
Dan Hickson – Executive Producer

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