The recall of GlaxoSmithKline's (GSK) analgesic range in June 2000 following an extortion threat had wide ranging implications for the manufacturer, for community pharmacy and for consumers of analgesics in Australia.

When it became time to return the brands to market, Palin Communications helped GSK devise a plan that maintained a clear focus on the key brand attributes (trust and safety), developed a clear working partnership with key health groups and used supporting research to confirm key messages.

News coverage of the Panadol extortion issue

The relaunch of these icon brands generated enormous media interest. Importantly for GSK, the alignment with key health groups and the consistency in GSK's communication activities ensured almost all media coverage carried one or more of our agreed key messages.

Tracking research showed significant increases in community awareness of key tamper evident features promoted within the campaign.