Haleon: Launching The Digital Footprint of GSK's New Consumer Business
Case Study: Translating Haleon’s New Brand Strategy into a Digital Experience
When GlaxoSmithKline (GSK) spun off its consumer healthcare division, creating Haleon in mid-2022, it marked one of the most significant corporate restructures in recent UK business history. Haleon, the newly formed consumer health giant, emerged with a clear purpose: to deliver better everyday health with humanity. However, translating this ambitious brand strategy into an effective digital experience required the combined expertise of several partners, including HYD, Interbrand, C Space, and our agency.
The Challenge
To transform Haleon’s fresh brand identity into an intuitive, engaging website that would reflect its purpose, "For Health. With Humanity." Given the company’s global reach across 170 markets, the challenge was to ensure the website was universally accessible while maintaining relevance to both consumers and healthcare professionals. The emphasis had to remain on communicating the brand’s mission, while also navigating the complexities of the consumer healthcare space.
Our Role
As the lead product managers on this project, we provided strategic direction and leadership, coordinating efforts with creative and technical teams to ensure Haleon’s new identity resonated with its diverse target audiences. We played a critical role in translating the new brand strategy into digital elements and functionalities on the website.
Results
Through ongoing collaboration, we fine-tuned the digital design and messaging to better align with user expectations and behaviours. The insights gleaned from user testing informed a set of detailed product requirements, which were handed over to GSK’s technical implementation partners for execution. The final product—a website with clean, modern design elements and straightforward, motivational communication—was lauded for its simplicity and effectiveness in delivering Haleon’s brand message.
By successfully translating Haleon’s new strategy into an engaging digital platform, we helped position Haleon as a trusted leader in everyday health, backed by science and human understanding. This website has since served as a critical touchpoint in helping Haleon drive forward its ambitious goal of reaching 50 million people by 2025 and removing barriers to self-care (Interbrand) (Marketing-Interactive) (Haleon Corporate).
