Change is in the air for Panadol and Panadeine

The manufacturer has launched a new Panadol range for the treatment of back, neck and shoulder pain.

The Panadol Back & Neck range includes two products: Back & Neck Pain Relief (paracetamol 500mg), which is absorbed twice as fast as regular Panadol tablets; and Back & Neck Long-Lasting (paracetamol 665mg), which has a unique bi-layer formulation and gives eight hours sustained relief.

GSK has also launched a new range of phenylephrine-containing cold and flu products to add to the brand's existing hot drink products.

The Panadol PE range includes three new products: Sinus Relief PE, designed to treat headache, sinus pain and nasal congestion; Cold & Flu Relief PE, for headache, sore throat, runny or blocked nose, dry cough, body aches and pains and fever; and Flu Strength Day & Night PE, to aid rest while providing relief from headache, sore throat, dry cough, runny or blocked nose, body aches and pains and fever.

GSK's Panadeine brand has been revamped with bold, new, modern packaging that uses colourful visual devices to convey strength and speed in pain relief.

The pharmacist-only Panadeine product with 15mg of codeine phosphate, which was previously marketed as Panadeine 15, has been re-branded as Panadeine Extra to bring the product in line with consumer expectations about the prospect of "extra pain relief" from this kind of over-the-counter medicine.

GSK is marking the 50th anniversary of Children's Panadol in Australia by launching a new advertising and marketing campaign and updating the product's website so that parents can access the latest updated information on children's analgesia.

A new television commercial for Children's Panadol, which stars a male, acknowledges the increasing role of fathers in looking after sick children.