Traditionally, consumers only recognise Panadol Extra to be effective against headaches. The product is effective for multiple tough body pains as well. Our task was to convince repertoire users who pre-select competitive brands to choose Panadol Extra for their pain occasions beyond just headaches. In a category that has low interest and is price-sensitive, we drove differentiation with emotional advertising, elevating the brand to a higher purpose.
TOUGHIES – People who go to great pains for others. 5 lead markets, 5 heroes.
We celebrated Toughies, globally.
Through their engaging journeys and personal sacrifices to make a difference in society, we showcased their many types of tough pains to prove that Panadol Extra is not just for headaches. It’s for wherever it really hurts.
Chukwudi - Empowering The Women Of Nigeria
Trisno - The Man Who Saved A Village
Chen Jun Lang - The Father To 2,000 Disadvantaged Children