New Panadol Extra provides more effective relief for severe headaches compared to regular Panadol. The brief was to highlight this benefit to differentiate it from other variants, so we dramatised the effects of hard-hitting pain. The campaign carries the message that despite a pain overload, relief can be found with Panadol Extra. It appeared in national dailies and was placed in environments that typified stressful situations, such as noisy transit areas and busy roads, to bring out the relevance of the message.
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