SmithKline Beecham is investing in a global PR push for Panadol, its
biggest selling over-the-counter medicine.
The campaign, designed to highlight the brand’s 40-year heritage, is
being executed by Complete Pharma PR.
The agency won the business, thought to be worth over pounds 100,000 in
fees, in a non-competative pitch two weeks ago. Its brief is to co
ordinate PR with SmithKline Beecham’s worldwide agencies, targeting
trade, consumer and health professionals.
Dr Marion Wellwood, SmithKline Beecham’s director of medical
communications, said details were still being finalised but the PR drive
will focus on Panadol’s history and unveil new data pointing to its
She added that the campaign may tackle the reported issue of Panadol
being used in overdoses in the UK but said that, ‘as with other popular
brands, the issue crops up but it is not a particular problem’.
Panadol is the market leading analgesic in around 30 countries except
the UK and the US where Anadin and Johnson and Johnson’s brand Tylenol,
respectively, have the lion’s share. It also competes with asprin and
ibuprofen products and increasingly, own label analgesics.
‘It’s our biggest product but still has a long way to go,’ said
Complete Pharma already handles PR for SmithKline Beecham’s hepatitis B
vaccine Enegerix-B, antibiotic Augmentin and Paxil, a prozac-style drug
for the treatment of panic disorder.