Overview and Key Challenge

As the strategic digital lead for Panadol’s Masterbrand program, my objective was to communicate the new global message, “Relief Starts Here,” in a way that resonated with consumers worldwide. However, we faced creative challenges early on, particularly in representing Panadol’s broad moderate pain-relief applications (headaches, backaches, period pain, etc.) in a way that was adaptable for various digital touchpoints and personalized for each stage of the consumer journey.

My Contribution

Despite pressure from the wider team to move forward with early iterations of the digital creative concept, I made the call to pause production eight weeks before launch, recognizing that we needed additional time to refine our approach. Partnering with global stakeholders—including insights teams, creative strategists, and regional marketing leads—I led workshops and brainstorming sessions to ensure our core idea addressed the full spectrum of pain relief needs in a way that would resonate globally.

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The creative assets, rigorously tested pre-release, scored in the “dark green” range on MetrixLab’s creative testing for message retention, emotional engagement, and breakthrough potential. These early successes formed the foundation for Panadol’s global digital creative strategy, enabling us to scale 250+ digital assets across 100+ markets, all unified under the “Relief Starts Here” banner.