Paracetamol-based drug Panadol is repositioning itself in the market aiming to shed its brand image of a medicine.
Traditionally, Panadol’s tagline has been “I choose/trust Panadol”. The shift to “care” is part of a global brand repositioning, in the hopes that consumers will associate the brand more with wellness than looking at it as a medicine, Soumitra Sen (pictured), GlaxoSmithKline’s Asia Area marketing director – wellness category told Marketing.
GSK has launched a global campaign, created by Grey titled “Caring takes strength” to reflect the positioning.
The campaign has already launched in Indonesia with Taiwan and Hong Kong being the next markets to see the campaign roll out. In Singapore, the campaign will launch in the first quarter of 2013.
Mindshare is the media agency behind the campaign, which runs across both traditional and digital mediums, across the various markets.
“The campaign will run across media and underpin consumer programmes across markets. It is perfectly suited for Panadol in Asia, and we see a lot of potential in investing behind this campaign in future,” he added.
“Panadol is well recognised for its performance and is the leading brand in “quite a few” Asian markets,” Sen added.