SYDNEY, AUSTRALIA — Global consumer healthcare company Haleon has launched category disrupter PanaNatra, via a new campaign by creative agency whiteGREY. PanaNatra is Haleon’s first naturally-derived pain relief product with plant-based actives launched to the market and creates a new ‘naturals’ subcategory from the makers of Panadol, the company’s market-leading pain relief product.
Utilizing the new brand tagline “Who Said Natural Hasn’t Got What It Takes?,” the campaign aims to dispel the notion natural products are not enough when it comes to pain relief.
The visually distinctive work showcases the toughness of everyday characters – tradies, school teachers, and sports and dance fanatics – by playing out their gritty lifestyles and the tough acts they do every day, in their quest to find pain relief, naturally. Through its clever casting, the campaign highlights the fact that nature has got what it takes when it comes to pain relief.
Chad Mackenzie, Chief Creative Officer of whiteGREY, said, “PanaNatra is set to disrupt a few category conventions, so we needed an idea that did the same. Often when we hear the word ‘natural’ we tend to think ‘soft’. Not up to the job. The truth is, there’s simply nothing soft about being natural. This idea pushes off the natural toughness in us. It challenges the perception of the type of people who opt for natural pain relief. Through these hard-working characters, we’re able to highlight the efficacy of a product powered by nature.”
Cate Sefton, ANZ Marketing Director at Haleon, said, “Research indicated that attitudes to managing pain are changing with many seeking alternative therapies to pain relief, so it is a logical next step for us to look at challenging the category and offer a naturally-derived solution using plant-based actives. We believe this innovative approach of combining nature & science will resonate with Australians and we are excited to bring this to market.”
Elena Pintado, Senior Marketing Manager – Pain Relief at Haleon, said, “whiteGREY’s creative solution is brilliant. Bringing together tough characters such as tradies and sports fanatics with naturally-derived pain relief, will grab attention and drive relevance of the new range. Our aim is to create mass awareness of PanaNatra and ‘Who Said Natural Hasn’t Got What it Takes?” is the perfect way to achieve our goal. We can’t wait to see the results.”
Campaign elements include TVCs (45” and 2 x 15”), OLV, and social plus a large-scale OOH campaign on the silos site (Sydney), a large motion OOH panel over Bourke St Mall (Melbourne), and bus wraps. The digital/social campaign runs on YouTube, BVOD, Tik Tok & META.
The campaign kicks of early April running through end of July.
CREDITS:
Client: Haleon
ANZ Marketing Director: Cate Sefton
Global Marketing Director: Wallace Granja
Senior Marketing Manager: Elena Pintado
Senior Brand Manager: Jalene Tiu
Brand Manager: George Condon
Agency: whiteGREY
CCO: Chad Mackenzie
Senior Art Director: Kevin Recce
Senior Copywriter: Jol Temple
Chief Strategy Officer: Simon Wassef
Strategy Director: Brooke Thompson
Senior Account Director: Nicole Holmes
Managing Partner: Olivia Kaufman
General Manager: Justine Leong
Production Company: Sedona Productions
Director: Clare Plueckhahn
Producer: Richard Halsted
Managing Director / EP: Kim Wildenburg
DOP: James Brown ACS
Production Designer: Banjo Fitzsimon
Editor: Brad Hurt
Colourist: Billy Wychgel
Music Composition & Soundmix: Smith & Western
CAST/Publicis Production
Agency EP: Tim Pietranski
Post Online: AJ Scarcella
Post Online: Matt Brunner
Production Planner UK : Sevil Demir
Production Planner India: Devika Jajoo
Business Manager: Robbie Walker
