Panado Highlights the Joy Of Pain Relief in New Campaign

Panado has unveiled a bold new 360° marketing campaign that captures the reality of everyday family life and reminds us that pain doesn’t have to stop the moments that matter.

It’s a campaign that is modern, relevant and proudly South African. Anchored by the lines “The Power to Fight Pain”, it moves beyond the usual pain-and-recovery formula and underscores the pivotal “Minutes Ago…” moments, showing how quickly life can turn around once the pain subsides. The campaign focuses on ordinary, everyday experiences because pain isn’t abstract, it’s lived. By showing how quickly relief can change the course of a day, it’s authentic and relatable.

“When shaping the campaign creative, we asked ourselves how pain impacts our lives, and what life looks like once it’s gone. Pain may be personal, yet its impact is shared by families and communities,” says Taryn Correia, Adcock Ingram, Brand Manager Analgesics.

“The campaign brings to life Panado’s power to fight pain. It works fast, helping the people of Mzansi move from pain back to laughing, being present, and living fully again. Panado is not just about relief, it’s about a dose of care. It’s a trusted companion in the hands who hold families, build communities, and carry the everyday load.”

The campaign will run across multiple platforms, but television is at the heart of it. TV was chosen as it shows emotion and everyday life, letting people see themselves in the story, feel the move from pain to relief, and connect with Panado.