With Own Label gaining ground on more expensive branded products, GSK were keen to explore ways to add value to the Panadol brand through its packaging.

Our research found that traditional painkiller packaging was seen as impractical and lacking in portability: simply put, if you put a normal paracetamol pack in your bag, there’s a good chance it won’t be in one piece when you come to get it out!

This insight inspired designers FutureBrand to create the practical, strong and convenient Panadol pouch – one of those simple yet ingenious designs that makes perfect sense. And with research conducted amongst GSK’s workforce rather than ‘regular’ consumers, there was little chance this new concept would be hijacked by rival companies prior to launch.