| Title | REASONS |
| Brand | GLAXOSMITHKLINE |
| Product / Service | PANADOL REGULAR |
| Category | B03. Non-Food |
| Entrant | GREY GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | GREY GROUP SINGAPORE, SINGAPORE |
| Design/Advertising Agency: | GREY GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Ali Shabaz | Grey Group Singapore | Chief Creative Officer |
| Steve Clay | Grey Group Singapore | Creative Director |
| Yvonne Chia | Grey Group Singapore | Copywriter |
| Loh Wei Cheng | Grey Group Singapore | Art Director |
| James Li | Grey Group Singapore | Art Director |
| Seah Ee-Ling | Nemesis Picture | Photographer |
| Penelope Wetherill | Grey Group Singapore | Regional Account Director |
| Christine Chan | Grey Group Singapore | Regional Account Manager |
| May Tan | GlaxoSmithKline Pte Ltd | Senior Brand Manager |
With everyday life getting increasingly stressful, incidences of headaches were also on the rise. However, consumers seldom keep any pain relief at hand. Reminding consumers to have some Panadol handy would certainly be a strategic move.
Create top of mind awareness for Panadol, so that consumers will reach for one anytime they get a headache.
Existing packaging was transformed with the use of specially created stickers. Each sticker had a probable cause of a headache, thus prompting the consumer to see Panadol as the go-to pain reliever.
The communication was well-received. The tongue-in-cheek suggestions brought a smile to many. Panadol proved to be a pain reliever in more ways than one.