Panadol.
Trusted by the world’s top medical
and healthcare brands + agencies
#1 concept out of 12 tested
72% aided brand recall
69% purchase intent
+23% revenue per 100 shelf browsers
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The challenge
(01)
Panadol’s claims were strong, and tested over years. The difficulty was showing them. Tablet absorption happens inside the body, unseen by the eye but critical to efficacy, and the existing visuals were not carrying the science with the clarity the claims deserved.
Haleon needed superiority to land in seconds, at shelf and on screen, in every market. And they needed it without new shoots.
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The partnership
(02)
We worked directly with Haleon’s team, collaborating with the people who understand the science and the claims best. Together we shaped the brief into a single strong idea.
The answer was the Rocket. A tablet, launched. Simple, superior 3D CGI showing the speed of dissolution, making the science visible in seconds.
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The iterations
(03)
The Rocket was planned as a 3D asset system from the start, so each round of work could build on the last. We created the first Rocket film, and markets responded. Research followed, and the MoA was proven to work.
Together with Haleon we evolved the concept into Rocket 2.0. More refined, more modern, and aligned with Panadol’s new brand language, it was validated through shopper and creative effectiveness testing across mid and lower funnel assets.
Because the tablet, rocket and environments exist as one master asset library, each new requirement became a version rather than a rebuild. The system has carried new tablet shapes, product variants, shopper key visuals and digital campaigns across markets from the Nordics to Latin America, holding visual quality consistent while reducing cost and time with every iteration.
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The results
(04)
"When design is treated as strategic, human-centered craft, it truly drives business impact."
Bruno Singulani, Global Experience Design Director, Haleon
Mainframe x Panadol