Market share growth
P3M consumption
Uplift in Ad Recall
Haleon is a global leader in consumer healthcare, present in over 170 countries. Its portfolio includes trusted brands such as Sensodyne, Panadol, and Centrum. Guided by the mission “For health. With humanity,” Haleon combines science with deep consumer understanding to deliver everyday health solutions.
Haleon turned to Adlook to promote Voltaren Express FORTE, the capsule format designed for on-the-go pain relief. Voltaren enjoys strong brand equity with a loyal customer base, but research indicates that while ointments remain popular at home, consumers are less likely to use them when not at home. This created a strategic challenge - to establish capsules as the natural choice for pain relief during office hours and on-the-go moments, ensuring Voltaren remains top of mind across all usage scenarios.
Adlook designed the campaign to do more than just deliver impressions - it was built to translate Haleon’s business challenge into measurable brand and market outcomes. At its core, the strategy aimed to reach people who regularly experience back pain, especially during office hours, and offer them a simple, on-the-go solution with Voltaren capsules.
Together, these strategies combined relevance with accountability, powered by Adlook’s no-risk model - guaranteeing that Haleon only invested in impressions that met strict brand safety and media quality criteria.
The campaign proved that Adlook’s future-proof approach can deliver market-moving results alongside exceptional brand impact - all achieved with no TV halo-effect. From a brand and media perspective, the campaign reached back pain sufferers with strong visibility, positioning Voltaren as the go-to relief on the go and driving measurable brand impact:
On the business side, Voltaren capsules became a stronger choice in consumers’ daily routines, with more people using the product more often, increasing consumption, and ultimately growing its category position according to the data from Ipsos Research:
“Our latest digital campaign, powered by Adlook’s solutions, delivered exceptional viewability and a remarkable brand lift. Adlook’s deep understanding of both consumer behavior and business goals ensured precise audience targeting, resulting in a market share increase that surpassed overall category growth.”
Mateusz Hasior,
Digital Manager, Haleon
With proven results in both brand and business growth, this collaboration sets the stage for expanding Adlook’s solutions across new audiences and formats - unlocking even greater impact for Haleon in the digital space.
“Our mission at Adlook is to redefine what advertisers expect from digital media. This campaign shows what’s possible when technology and brand strategy work hand in hand. Together with Haleon and Publicis, we translated consumer insight into action, delivering not only stronger recall and engagement, but also market share gains that prove digital can be a true growth engine.”
Bartosz Nowak,
VP of Sales CEE, Adlook
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