Panado®, South Africa's trusted name in pain and fever relief, has unveiled a new 360° marketing campaign that captures the reality of everyday family life and reminds us that pain doesn't have to stop the moments that matter.
The Panado® 'Master Brand' Campaign is modern, relevant and proudly South African. Anchored by the lines, "The Power to Fight Pain", it moves beyond the usual pain-and-recovery formula and underscores the pivotal, "Minutes Ago…" moments, showing how quickly life can turn around once the pain subsides. The campaign focuses on ordinary, everyday experiences because pain isn't abstract — it's lived. By showing how quickly relief can change the course of a day, it feels authentic and relatable, says the brand.
"When shaping the campaign creative, we asked ourselves how pain impacts our lives — and what life looks like once it's gone. Pain may be personal, yet its impact is shared by families and communities," says Taryn Correia, Adcock Ingram, Brand Manager Analgesics.
"The campaign brings to life Panado®'s power to fight pain. It works fast, helping the people of Mzansi move from pain back to laughing, being present, and living fully again. Panado® is not just about relief — it's about a dose of care. It’s a trusted companion in the hands who hold families, build communities, and carry the everyday load."
The campaign will run across multiple platforms, but television is at the heart of it. TV was chosen as it shows emotion and everyday life, letting people see themselves in the story, feel the move from pain to relief, and connect with Panado®, adds the brand.
An example of the TV execution shows a Mzansi dad on the couch, weighed down on the couch by a pounding headache. Just minutes after taking Panado®, his shoulders ease, his expression softens, and before long he's on the floor, laughing and play-wrestling with his two kids. A moment ago, he was fighting pain; now he's fighting to be the loudest in the room. The message is simple — Panado® has the power to fight pain when you need it, says the brand.
Pain may be part of life, but suffering doesn't have to be and with Panado®, neither does sitting out on the moments that make it worth living, adds the brand.
As a proudly South African staple, Panado® has been trusted for generations and has a place in homes across the country. Its formulation of paracetamol is backed by more than 150 years of clinical experience, concludes the brand.
For more information, visit www.panado.co.za. You can also follow Panado® on Facebook, or on YouTube.
*Image courtesy of contributor