Like Tylenol in North America, Panadol helps to relieve pain (and also helps when one is experiencing a fever). In order to market Childrens Panadol Panadol’s distributors, GSK turned to Singaporean advertising agency Ogilvy. The campaign Ogilvy produced plays on the empathetic nature of parents.
With the tag line, “Their pain is your pain,” the ads show parent and child conjoined at the source of discomfort. Let’s hope that the parents administer the pain relief cautiously, if at all.
What's Driving This Trend
- Empathetic Marketing
- Using emotional appeals to connect with customers and increase brand loyalty.
- Family-oriented Advertising
- Incorporating the family dynamic into marketing materials to appeal to the parental demographic.
- Pain Relief Messaging
- Highlighting the fast-acting and effective properties of pain relief medication to draw in consumers in need of quick solutions.
Who This Affects Most
- Pharmaceuticals
- Opportunities exist to market medications that put a focus on the family dynamic and the parental need to take care of their children's ailments.
- Consumer Packaged Goods
- Companies producing everyday items like pain relief and fever reducers can differentiate themselves by outlining the emotional benefits of their products in addition to their practical uses.
- Advertising
- Agencies can capitalize on the success of empathetic and family-oriented marketing campaigns by promoting their ability to help clients connect with their target audiences on a deeper level.
