The Panadol Brand Calls on Australians to ‘Rethink Care’, via New Brand Campaign

GSK Consumer Healthcare Australia has launched a new local brand campaign for leading 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 & 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 said the insight presented Panadol with an enormous opportunity to become part of a broader pain conversation by proving its commitment to offer consumers support & pain relief beyond the pill.

Mackenzie said: “Challenging the way Australians treat, prevent and deal with pain is a bold conversation for Panadol. 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.  It’s a bold move and one which we, as an agency wholeheartedly support,” he concluded.

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,” said Mackenzie.  “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 said: “Panadol has been a trusted brand for pain relief for decades. To stay relevant, it’s important we continue to put our consumers first, to understand how their pain, and lives are changing and ensure the Panadol brand is still supporting healthier, pain free lives.  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.”

The fully integrated campaignlaunches this week and will be seen 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.


The campaign can be viewed here:


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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