The agency is to handle UK trade and consumer campaigns on a brief that focuses on differentiating between types of pain. It will highlight what Panadol is best used for.
Agency partner Chris Jones heads a comms team of four, reporting to GSK group brand manager Lucy Chown.
Blue Rubicon already works with GSK on consumer campaigns for Ribena, as well as handling media training for staff.
It also advises on crisis management for GSK's consumer health arm.