Panadol modernises with new packaging and TV campaign


Panadol is revamping its look from October with a new packaging design across its entire range. The brand will also be back on TV for the first time in seven years from late October, ahead of the winter months.

The new pack design aims to distinguish Panadol and encourage consumers to trade up. Brand communications on TV and across digital media platforms will further encourage this, highlighting that the ingredients in Panadol Advance and Panadol Extra Advance provide fast and more effective pain relief than standard Paracetamol. With the upcoming winter months acting as a pain trigger for some shoppers, the refreshed Panadol look poses a lucrative sales opportunity for retailers: sales of pain relief products increase by 22 per cent over the winter months .

“The pandemic has seen consumers take responsibility for their health and self-care,” said Jasmine Walton, Panadol Senior Brand Manager at GSK. “We wanted shoppers to be able to more easily identify the many benefits that Panadol offers. The supporting TV campaign takes viewers on an emotional journey, focusing on the effects pain can have on our everyday lives.”

The TV campaign, “Together, We Shine Brighter”, will run from late October until December and will be supported with a £1M social, digital and search programme.