Haleon Kicks Off Sonridor Campaign in Brazil

• Haleon launches Sonridor in Brazil, a fast, effective and affordable pain relief option for consumers in Brazil.
• Haleon has teamed up with six-time FIFA World Player of the Year Marta Vieira da Silva, for its multi-million pound ‘No Time for Pain’ campaign.
• Sonridor is positioning itself as the go-to pain relief solution in Brazil through a disruptive 360° marketing campaign, supported by Publicis LeOne, tuned into the local lives, passions and experiences of Brazilians.

16 May 2025: The creative, multi-million pound campaign, featuring six-time FIFA World Player of the Year Marta Vieira da Silva, marks the official launch¹ of Sonridor – a fast, effective, and affordable pain relief option for consumers in Brazil.

Nearly 7 in 10 people in Brazil say their frequent pain affects their quality of life, with 3 in 10 experiencing pain daily². Haleon’s consumer insights reveal that a majority of Brazilians lead fast-paced lives and navigate the hustle of daily life, leaving them with no time for pain and seeking affordable fast, effective and long-lasting relief³.

To address this need, Panadol – one of the world’s most trusted pain relief brands – is leveraging its superior global capabilities to put health in more hands through the locally relevant brand, Sonridor. By harnessing Panadol’s proprietary Optizorb technology, which disintegrates up to five times faster than regular paracetamol, Sonridor sets out to transform the pain relief market by offering consumers a fast-acting, effective and long-lasting pain relief option at an affordable price.

To support the product launched in March, this week has seen Sonridor kick off its creative and highly targeted communications campaign called ‘No Time for Pain’. With the support of Publicis LeOne, this campaign is building a meaningful connection with consumers by tuning into the real lives, passions, and experiences of local Brazilians.

The campaign centres around ‘The Football Dream’ of Marta Vieira da Silva, highlighting how pain can hold people back from reaching their full potential.
 

Leveraging Haleon’s deep human understanding and shopper science research, Sonridor is positioning itself as the go-to pain relief solution in Brazil through a disruptive 360° marketing campaign. This includes a local partnership with the agency Digital Favela, to boost the 'need for speed' within communities where residents lead fast-paced lives, resonate with the daily hustle, and have no time for pain.

Charles Leslie, Global Pain Category Lead, Haleon, said: “Our 'No Time for Pain' campaign, featuring Marta Vieira da Silva, resonates with Brazilian consumers by addressing their need for fast, effective, and affordable pain relief as they follow their dreams. Leveraging the global Panadol platform through the locally relevant brand Sonridor, we hope to have a real impact on the lives of millions of Brazilians, giving them more time to pursue their passions and dreams without pain getting in the way.”

Arturo Marenda, Creative Leader for Publicis LeOne, said:“Our collaboration with Haleon on the 'No Time for Pain' campaign highlights the importance of tuning into local cultures to build a meaningful connection with people. We not only teamed up with a celebrity like Marta Vieira da Silva, but we also focused on Brazilians' real-life experiences, making her mother the real protagonist and creating a meaningful and impactful campaign that effectively positions Sonridor as the go-to pain relief solution in Brazil.”

Ends

Media Contacts

Philippa Keir
Philippa.l.keir@haleon.com
+44(0)7586 292 681 

About Haleon

Haleon (LSE/NYSE: HLN) is a global leader in consumer health, with a purpose to deliver better everyday health with humanity. Haleon's product portfolio spans six major categories - Oral Health, Vitamins, Minerals and Supplements (VMS), Pain Relief, Respiratory Health, Digestive Health and Therapeutic Skin Health and Other. Its long-standing brands - such as Advil, Centrum, Otrivin, Panadol, parodontax, Polident, Sensodyne, Theraflu and Voltaren - are built on trusted science, innovation and deep human understanding.

Footnotes

1 Sonridor has been available in stores in Brazil since March 2025.

2 Haleon Pain Index, 2023 - Personal Impact of Pain - Haleon Pain Index - Haleon

3 Based on Haleon consumer insights with support from the Casa Mundo Research Institute.