Panadol puts its brand purpose into action with ‘Home of Reconnection’ launch via whiteGREY

Australia’s most trusted pain relief brand, Panadol, has launched a brand campaign, created by whiteGREY, which aims to remind Australians to take time away from their devices and reconnect with friends and families. 

Panadol’s brand campaign – led by the ‘Home of Reconnection’ activation – puts Panadol’s brand purpose into action. It broadens the conversation from ‘pain relief now’ to ‘switching off life headaches’ by offering Australians a chance to win a free stay at the Home of Reconnection.

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Says Chad Mackenzie, national ECD, whiteGREY: “The ‘Home of Reconnection’ is devoid of all technology and devices and invites guests to lock away their devices, switch off life’s headaches, often caused by technology overload, and reconnect with their family and friends.”

Mackenzie said his team were delighted Panadol had embraced its brand purpose and it heralds an exciting way forward for the brand and consumer engagement. It’s also the first time Panadol has gone to market with an altruistic brand focussed campaign.

Says Mackenzie: “It’s a strong message and we are proud Panadol is at the forefront of encouraging Australians to switch off from technology and increasing their sense of wellbeing and health by spending more quality time with loved ones.

 “We’re very excited about what this means for the brand going forward and are delighted to share Panadol’s journey.”

The campaign spans strategy, consumer research, activation, celebrity/influencer endorsement, microsite development and social media community management. A 90-second film, housed on a dedicated microsite is the lead piece and is supported by PR and shopper, including an in-store promotion to win a stay in ‘The Home of Reconnection’.

Says Annalee Combis, marketing manager, Panadol: “The world is changing at an unprecedented pace and it’s more challenging than ever to stay ahead of the curve.  For 60 years Panadol has been synonymous with managing pain caused by headaches – but headaches have changed so the way we deal with them, must change as well.

“Our independent research highlighted many Australians have suffered tension/stress headaches or migraines due to being constantly switched onto their devices.  ‘The Home of Reconnection’ will help Australians disconnect from technology and restore and reconnect with family and friends.”

Well-known celebrity radio presenter, Ryan ‘Fitzy’ Fitzgerald was the first person to reconnect with his family and stay in the ‘Home of Reconnection’.

The ‘Home of Reconnection’ brand activation launches today (November 1) and will be open to the Australian public who can enter, at www.panadol.com.au/switchoff, to win their own chance for a free stay at the house.

Client credits GSK:

Social – Havas