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
Activation
Merchandising Solutions
In-Store Aisle Visualization & Reinvention
Omnichannel Campaigns
Awards
Omni Shopper Winner
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Understanding The Insights
Working alongside our research partner, we analyzed the research findings to pinpoint key category data. Understanding these insights and synthesizing them into the established strategic framework allowed us to take a tailored, actionable approach to all creative omnichannel solutions moving forward.
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Shopper Perceptions
The graphics and messaging addressed category viewpoints and shopper perceptions reflected in the data. By aligning the creative with these insights, we changed the way shoppers approached the category through pre-shop, in-store, and post-shop experiences.
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Strategy & Positioning
To inspire shopper behavior change, we focused on actionable marketing solutions that helped shoppers through the progression of a cold and motivated them to shop for the right products at the right time. This helped to simplify their shopping experience overall and encourage healthy daily habits.
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Messaging Development
Our messaging strategy was threefold:
1. Speak to shoppers’ needs
2. Include a call-to-action
3. Increase category shopper engagement
We developed a portfolio of original messaging for retailer usage that was flexible enough to activate against a variety of retailer style guides.
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!”
LITTHYA BAEZ, SHOPPER INSIGHTS MANAGER | HALEON