The Challenge

Haleon is a leading global health company with a portfolio of recognizable cough, cold, and flu (CCF) brands in the Respiratory Category. The company was seeking tailored creative concepts to include in their Respiratory Category Leadership Platform. Presented to retailers, this platform was an insight-driven, category-encompassing guide that outlined shopper marketing initiatives specific to cough, cold, and flu. As a campaign coined “Back To Well,” the omnichannel solutions we developed were rooted in data, maintained alignment with Haleon’s defined shopper marketing strategy, and helped optimize the shopping experience across the CCF category.

Agency Services

Discovery & Analysis

Industry & Category Trends

Strategic Messaging


Merchandising Solutions

In-Store Aisle Visualization & Reinvention

Omnichannel Campaigns


Omni Shopper Winner

The Solution

Through key visuals, strategic messaging, and customizable tools – all based on category insights – we ended up with a library of omnichannel solutions ready to be executed. From digital Symptom Relief Finders to new landing pages and reimagined aisles, the creative assets for these pre-shop, in-store, and post-shop touchpoints resulted in a complete and integrated category experience both in-store and online. Since launching three years ago, Back To Well initiatives have generated more than $30MM in activations for Haleon and have driven share growth for their brands.

Retailer Customization

Spanning the Club, Grocery and Mass channels, Back To Well activations have been rolled out at some of Haleon’s key customers like Walgreens, Target, Walmart, CVS, Costco, and Meijer. These retailers embraced Haleon’s insights along with the creative omnichannel solutions, resulting in award-winning, customized activations that fit within their guidelines and encourage shopper behavior change to help grow the cough, cold, flu category.

“The team at BrandFirst is creative, fast to respond, and more importantly, STRATEGIC! They bring the insights to life in a compelling, ready-to-action manner. You only need to explain your objectives once! I certainly recommend BrandFirst for any creative challenge. Call them!”