Panadol’s ‘Made in Ireland’ campaign is a transformative success story. With unparalleled brand recognition, our mission was clear: retain and enhance our leading position while amplifying our Irish identity.
Partnering with RTE, Ireland’s most trusted media source, was our ‘big idea’. We sponsored their inspiring Irish documentaries, connecting with our audience on a deep, emotional level. Research guided our focus, emphasizing distinctiveness, memorability, and relevance to a younger audience, which led to our collaboration with RTE Player.
Television played a central role, emphasizing our ‘Made in Ireland’ message and establishing Panadol as a cultural icon.
We maximized TV’s potential by continuously monitoring schedules and aligning programming with our objectives. RTE’s extensive reach, especially among our target demographic (25-44-year-olds), made it the natural choice.
Our campaign integrated TV with other marketing activities, maintaining a consistent message across channels, and capitalizing on seasonality with strategic upweighting during key moments.
The campaign effectively reached and influenced the younger demographic.
In summary, Panadol’s ‘Made in Ireland’ campaign is a testament to the power of innovative partnerships, storytelling, and the strategic use of television. It solidified our market leadership while creating a profound emotional bond with consumers, truly making us a brand ‘Made in Ireland.’
