HALEON is a leading global consumer healthcare company with a portfolio of recognizable cough, cold, and flu (CCF) brands within the Upper Respiratory Category. The company was seeking a range of conceptual activations to present to retail partners that would optimize the omnichannel category experience for shoppers.
HALEON’s Category Leadership Platform was an insight-driven, category-encompassing guide that outlined shopper marketing initiatives specific to cough, cold, and flu. Consumer research and category analytics served as the basis of all creative development for the “Back To Well” campaign.
To inspire behavior change, graphics and messaging addressed category viewpoints and shopper perceptions reflected in the data. Key initiatives included guiding shoppers through the progression of a cold, providing education and motivation to shop for the right products at the right time, and streamlining the category experience across in-store and out-of-store touchpoints to improve engagement.
Back To Well activations have been implemented across Club, Grocery and Mass channels in recognized retail stores such as Kroger, Walgreens, Target, Walmart, CVS, Costco, and Meijer. These retailers embraced HALEON’s insights along with Back To Well visual strategies, resulting in award-winning, customized activations that align with brand guidelines, encourage shopper behavior change, and help grow the cough, cold, flu category.
The Back To Well campaign and CCF category initiatives have generated more than $30M in activations for HALEON while also driving share growth for their brands.
Creative Direction, Strategy & Category Analysis, Campaign Development, Design, Illustration, Copywriting, 3D Rendering
Created while employed at BrandFirst Creative Agency. Rights to this design are owned by HALEON. The artwork featured in this portfolio is for personal use only and is not intended to promote any product, brand, or service, or infringe on trademarks and copyrights.