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Panadol launched a new purpose-led brand idea as part of a multi-channel campaign across Great Britain and Ireland. With nine out of 10 people suffering "everyday pain" and 65% of people saying they can't be happy when they are in pain[1], globally, the campaign reiterates the brand's commitment to holistic pain management by focusing on the acute pain recovery journey. Rooted in deep consumer understanding, the campaign idea celebrates that never-talked-about moment of realisation when you start to feel the release from pain. The new brand idea will bring to life the emotional transformation that those suffering from acute pain undergo, emphasising the role that Panadol can play in alleviating their pain. The Panadol campaign follows a period of strong sales growth for the brand, outperforming the category's own expansion by more than double[2]. This has been driven by shoppers who are searching for fast and effective pain relief products, such as Panadol's hero variants, including Panadol Extra Advance Tablets (paracetamol, caffeine), which has seen its growth almost doubled[3], as well as Panadol Advance Tablets (paracetamol) and Panadol Extra Advance Tablets. Monica Michalopoulou, GBI Marketing Director, said: "After two years of pandemic restrictions, now more than ever, people want to get back to their normal lives and to the people they love. But with pain preventing many of us from connecting with those we love or from doing the things we enjoy the most, we want to help consumers by understanding their pain journey and reassuring them on the treatments we can provide. This "Release" moment is so important for pain sufferers, and we hope our new brand campaign can shine a light on the role that Panadol can play in pain relief".

US drugs giant Pfizer will exit its consumer healthcare joint venture with GlaxoSmithKline after the unit is spun off next month, the British drugmaker said Wednesday (June 1). GSK will list the healthcare division on the London stock market on July 18 as it looks to concentrate on the pharmaceutical business, it said in a statement. The London-listed firm currently owns a majority 68 percent of the unit, with Pfizer holding the remainder. "Pfizer intends to exit its 32-percent ownership interest in Haleon in a disciplined manner, with the objective of maximising value for Pfizer shareholders," GSK said. Covid jab maker Pfizer is seeking to pursue its focus on "innovative medicines and vaccines", it noted. The unit, which will be named Haleon after the demerger, makes products including Sensodyne toothpaste, pain relief drug Panadol and cold treatment Theraflu.

In a long scripted overhaul of its business, GlaxoSmithKline spun off its consumer health business on Monday (July 18) in the biggest listing in Europe for more than a decade. The new company, Haleon, becomes the world's biggest standalone consumer health business, home to brands including Sensodyne toothpaste, pain relief drug Panadol and cold treatment Theraflu. Shares in Haleon started trading at 330 pence on Monday morning, giving the business a market valuation of around £30.5 billion - dashing high hopes for Haleon's much higher market valuation after GSK in January said it had rebuffed a £50 billion offer from Unilever on the basis it was too low. The major strategy shift by GSK chief executive Emma Walmsley to focus on the company's core pharmaceuticals business comes after she faced intense activist shareholder pressure over its delays in producing Covid jabs and treatments.