Panadol Extra soothes the pain of lost loves in new Valentine's Day campaign
Posted on 2024 Feb,14

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Valentine's Day isn't always a bed of roses. This day is hard on those suffering from a broken heart. As an expert in pain relief, Panadol Extra recognizes that heartache, though not physical, is just as real and deserving of attention.

While Panadol Extra is renowned for its fast and effective relief from headaches, migraines, toothaches, muscle pains, period pains, and Osteoarthritis pains, it's important to note that broken hearts are beyond its remedy.

On Valentine's Day, Panadol Extra decided to extend a helping hand, even if it meant stepping outside its area of expertise soothing the pain of lost loves.

Created by VML, the campaign crafted seven humorous, yet heartwarming messages tailored to people suffering on this date. Through funny, cheesy, romantic songs, they created social reels that encouraged people to stay strong during what can be a challenging time.

Inspired by Loveline, a hit radio show from the 90s with over-the-top, overly-romantic hosts, each post brings a positive and fun, yet not scientific, tip to ease the pain of a heartbreak. After all, if you can’t change a situation, you can at least change your attitude towards it.

"Panadol Extra may not be the answer to broken hearts, but we wanted to show that we care, regardless of the type of pain. Valentine's Day is about love in all its forms, and that includes offering support to those suffering on this date," commented Ahmed ElGohary, Regional Brand Manager at Haleon.

"There's a lot of virtue for a brand like Panadol to recognize it is not effective with emotional heartaches and still go out of its way to try and help people anyways. People recognize it and create a deeper relationship with the brand," noted Marcelo Zylberberg, Associate Creative Director at VML.

In the end of the day, laughter can be a powerful medicine. If our posts can make people smile, then we've achieved our goal of offering support, no matter what's their pain,added Fabio Caveira, Associate Creative Director at VML.

"This idea shows that you can also have fun working with pharma. Great communication is the one that connects to people on a human level, regardless of the product or service it's promoting. And this does just that," emphasized Fernando Miranda, Executive Creative Director at VML

With this heartfelt initiative, Panadol Extra underscores its commitment to addressing all forms of pain, both physical and emotional, ensuring that no one faces their struggles alone.