With high numbers of Singaporeans suffering from coughs and flus in recent months, GlaxoSmithKline will be launching a campaign for Panadol Cough & Cold, pushing the pill’s ability to nip these in the bud.
The campaign will run across mediums such as TV, radio, print and in-store displays, reminding Singaporeans to put their health first. The campaign will also depict Panadol brand’s transformation from a cold reliever brand to a cold expert and focus on the product’s ability to nip flu symptoms at the start.
The campaign runs locally.
GolinHarris worked on public relations duties for the campaign, Mindshare handled the media buying, while creative duties were handled by Panadol’s creative agency Grey.
GSK said the product launch was also triggered by research that showed 2 in 5 people in Singapore having suffered from a cold in the past three months, and one in three have suffering from a cough in the same period.
This was due to reasons such as high population density, frequency of travel and in coming tourists.
Lee Hon Tong, general manager, GlaxoSmithKline (consumer healthcare unit) said the new product in line with the company’s overall vision to help consumers to “do more, feel better and live longer.”
Late last year, Panadol repositioned itself in the market aiming to shed its brand image of a medicine. 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.