Panadol reclaims #1 position
For Season 3 of House Rules, GSK wanted a unique solution for their fast-acting, pain-relief product, Panadol Rapid.
SWM’s challenge was to help secure an exclusive Woolworths partnership to drive in-store sales and to amplify the brand position – achieve your dreams faster.
For the first time on Australian television, House Rules and Panadol Rapid partnered to give viewers the chance to achieve the great Australian dream. House Rules contestants renovated a coastal Queensland property in-program; and Panadol Rapid with support from Woolworths, gave viewers the chance to win the whole house.
Supported on a network scale – unprecedented airtime, marketing promos, and co-branded in-store collateral – the competition ran exclusively in Woolworths for 10 weeks.
This culminated in over 2 million entries – one of the biggest promotions on Seven. Panadol reclaimed their number 1 position in Woolworths and remained the highest selling pain relief product for the entire period of the sponsorships – a GSK record.
For further information contact David Currie – DCurrie@seven.com.au