Consumers brand purchasing decisions are now, more than ever, driven by shared beliefs beyond products or brands. Panadol had to take a leadership position beyond ‘medication to relieve symptoms of headache,’ and address the societal issue of ‘preventing pain to restore human connections’. The Panadol Home of Reconnection was conceived – a technology-free house, where Australians had the chance to stay for free to switch off and reconnect with their friends and family.