GlaxoSmithKline is putting its Panadol pain relief range into crush-resistant, wallet-style pocket packs and launching a TV advertising campaign for quick-acting format Actifast.

The new Compacks range will replace existing Panadol and Extra 16s SKUs as well as Actifast 14s.

A £1m ad campaign for Actifast hit the small screen this week and will run until early next month on both terrestrial and satellite channels. Each execution links ‘fast’ experiences such as cars and food with the speed of Actifast’s pain relief. The end line features the message that the brand works ‘twice as fast’.

The activity forms part of GSK’s drive to attract younger users to the brand, particularly women who are the higher spenders in the pain relief category.