GlaxoSmithKline Consumer Healthcare is continuing its in-store focus on the pain category with an innovative new point-of-sale (POS) campaign to encourage shoppers to buy Panadol Advance – with its Optizorb disintegration system - rather than a standard paracetamol product.

A big part of the campaign is an interactive counter display unit which uses electroluminescent technology to bring the core claim to life. Shoppers press a button on the unit, which also holds stock, lighting up two panels that show the speed at which Panadol Advance disperses in the stomach vs. standard paracetamol.

The CDU’s, along with more traditional standees, window clings, wobblers and shelf strips, feature the compelling brand messages ‘There’s ordinary paracetamol and there’s Panadol Advance’ and ‘Disperses (breaks up in the stomach) up to five times faster than ordinary paracetamol’. For more information call the pharmacy helpline on 0845 762 6637.