Back To Well

Omni Shopper Winner

Retail Category is Reinvented to Address Shopper Needs

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

Since its launch, Back To Well has generated more than $30MM in activations for Haleon and has driven share growth for their brands.

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.

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.

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.

Messaging Development

Our messaging strategy was to speak to shoppers’ needs, while featuring a call-to-action to 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.