The GSK Panadol campaign, developed by Ogilvy & Mather, was aimed at the working population and GSK product manager Wesley Chan said: "Starting from the end of February, we increased our ad budget on TV and therefore people could view our commercial during prime time. We allocated most of our budget to TV and, therefore, feedback from TV audiences could be ensured."
According to Chan, Panadol commands a 30 per cent share of the market, while Fortune Pharmacal's Coltalin was the market leader, with share of 40 per cent.
Meanwhile, health and beauty store Watsons made its debut in the top three in the chart, thanks to a different approach taken in its campaign, according to Watsons head of marketing Chris Lau.
Lau said the campaign was different from previous commercials which emphasised the retailer's 'lowest price guaranteed promise'.
"The new TV campaign is about imagination, exploration and discovery at Watsons and focuses on convincing customers to believe in the brand's new slogan -- 'if it springs to mind, you will always find it at Watsons'."
The spots were designed to be "fresh, contemporary and inspiring", Lau added, wherein young women found 'triggers' in daily encounters that prompted them to explore and discover products for greater health and beauty at Watsons.