For a brand as much a household name as Panadol, how do we tell people it's the definitive relief for colds during flu season?
Especially in Hong Kong and Taiwan, where people rely on TCM remedies or simply "sweating it out" .
In pre-COVID times, the common cold and flu were regarded as more of an annoyance to be endured rather than treated.
And there are countless folk remedies to help with that, so people rarely took sick leave from work.
The Claim and the Idea
Panadol Cold & Flu is formulated to work in just 15 minutes.
Fast and efficient. Just like you are.
We wanted to own the conversation by pushing the boundaries of those "remedies", yet reinforcing the message that Panadol Cold & Flu is the best thing for your ailment.
Prohacks
So in our social campaign, we introduce not hacks, but Prohacks.
The Prohack content is triggered by the current weather.
All our videos and stills have an opening frame that indicates the weather condition that the Prohack is responding to.
Animated banners