Pamol is recognised as an affordable paracetamol option, but its lower price point hasn't been enough to help the brand overtake its competitors.
CHALLENGE
Overshadowed by the competition
When Danes think of paracetamol, they immediately think of Panodil. Pamol set out to disrupt this habit by positioning itself as a preferred alternative that doesn't compromise on price.
IDEA
A brand platform for Pamol
To make Pamol top of mind for consumers, we created a brand platform and campaign that took moments of pain and branded them as moments for a Pamol: Pamol’ments.
The Pamol’ments campaign launched in Denmark in December 2025 with 4 TVCs and a number of cutdowns for social media assets. By the end of the campaign, the buying intention of Pamol increased by 4%, making it the second most purchased brand of OTC pain medication in Denmark.
Orifarm’s goal was to establish itself as a trusted brand for everyday moments of headaches and pains. The first results show that the brand reputation and trust is up 35%, and the conversion rate from consideration to purchase is up by 7%.
