Panadol Calls on Australians to ‘Rethink Care’ in its Latest Brand Campaign

GSK Consumer Healthcare Australia has launched a new local brand campaign for its pain relief brand, Panadol.

‘Let’s Rethink Care’, has been developed in collaboration with local agencies (Geometry, Wunderman Thompson, Edelman, Weber Shandwick & Publicis), led by whiteGrey Sydney. It was inspired by the behavioral insight that Australians are looking for more holistic ways to manage their pain relief without relying on pills alone.


“Healthies essentially tap into the Australian psyche of chucking sickies and turning that thinking on its head and suggesting that waiting until we’re really sick might not be the best way, so why don’t we take a ‘healthie’ instead,” said Chad Mackenzie, ECD, whiteGrey Sydney. “It’s just another way the Panadol brand is extending its relevance to consumers in their busy lives.”


Strategy & Creative Lead Agency – whiteGrey
Chad MacKenzie – National ECD
Tintin Ghosh – Creative Director
Misa O’Connell – Senior Copywriter
Jerome Gaslain – Senior Art Director
James Keeler – Chief Strategy Officer
Georgie McGarr – Group Director
Sophie Turner – Account Director

Director – Zoe McIntosh – Sweetshop
Production – Hogarth
Tracey-Lee Permall – Integrated Producer

Music & Sound – Smith & Western Sound
Dan Hickson – Executive Producer


Media Agency – Publicis
Alison Jones – Group Business Director
Alex Hudson – Digital Manager
Kayte Holmes – Account Director

PR – Edelman
Fern Canning-Brook – Managing Director
Rachel Winter – Senior Account Director
Maaike Dijkstra – Account Manager
Emma Bedson – Account Manager
Eliza Laurence-Chenu – Assistant Account Executive

Social – Weber Shandwick
Mollie Fearnon – Senior Social Strategist
Helen Wallace – Content Developer

Shopper – Geometry
Mark Hutton – Senior Account Director

Digital – Wunderman Thompson
Kirsty Angus – Group Engagement Lead

Photography – Dick Sweeney – Louis & Co

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