Panadol Extra dared to be different this Valentine's Day. Acknowledging we can't fix heartbreak, we tapped into the viral trend of turning online comments into music. The result? Hilariously bad breakup songs from real texts, creating culturally relevant, shareable content that reinforces Panadol's self-aware humor
Break-Up Text Songs
Panadol Extra offers heartache relief with hilarious break-up songs
Müşteri
- Haleon Global
Ofis
- United Arab Emirates
Panadol Extra is part of a very functional market, but still manages to be part of people's lives in a very organic and human way. That's a differential for our brand that we believe should be reflected on how we communicate
Ahmed El Gohary
Regional Brand Manager at Haleon
The pain relief market is crowded and often relies on functional messaging. The challenge was to create a memorable Valentine's Day campaign for Panadol Extra that stood out from the competition and resonated with a younger audience. We needed to acknowledge the brand's limitations while still finding a way to connect with consumers on an emotional level, even around the topic of heartbreak.
We were inspired by the viral trend of turning online comments and messages into music, recognizing its potential to capture attention and generate engagement. We also observed the prevalence of breakups via text message, a modern phenomenon that highlights the impersonal nature of relationships in the digital age. This combination sparked the idea of using humor to address a painful reality.
"Break-Up Text Songs" - A social media campaign that transformed real, submitted breakup texts into hilariously bad songs and accompanying music videos. The campaign embraced the absurdity of modern heartbreak, positioning Panadol Extra as a brand that understands and can relate to the everyday struggles of its audience, even if it can't solve all their problems.
Early results demonstrate the campaign's significant impact. We achieved a +5.5pt lift in Ad Recall, exceeding the healthcare benchmark by 1.3x. Campaign Awareness saw an even greater boost, increasing by +4.5pts, a remarkable 5x the healthcare benchmark. Furthermore, Message Association improved by +2.5pts, surpassing the benchmark by 3.1x. These results indicate a strong resonance with the target audience and a successful reinforcement of Panadol Extra's brand messaging.
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