Panadol offers more laughs with comedy sponsorship

By Éilis Cronin in Health & Beauty 23rd April 2021

Pain relief brand Panadol is kicking off a marketing campaign to highlight the consensus that “that laughter can help increase our pain tolerance”.

The “More Laughs. Less Pain” campaign sees the brand sponsoring comedy streaming platform NextUp, offering three months of free content including 200 on-demand programmes across the comedy spectrum.

Panadol is also supporting the Live Comedy Association and its #SaveLiveComedy initiative, to “help the UK stand-up scene thrive beyond COVID-19 and help to boost consumers’ moods for the long-term”.

To access NextUp’s premium service, shoppers will need to sign up for free on nextupcomedy.com/Panadol.

The campaign will be supported by a widespread marketing and digital campaign, including out-of-home experiences and online advertising “encouraging consumers to trade-up to Panadol”.

Jasmine Walton, senior brand manager for Panadol, said: “Our research has shown that in 2020, 38% of Brits cannot recall a time when they have laughed out loud.

“It is recognised that laughter can help to increase our pain tolerance, couple this with our commitment to relieve people’s pain, meant we were keen to get Britain laughing again.

“We hope that the campaign will not only see laughter levels increase amongst consumers but will also highlight Panadol’s leading role in pain relief”.