About the campaign
In 2020, GSK decided to spin off its consumer healthcare division and create a new brand. This was the challenge for Havas People: to build an employer brand for a company that technically did not exist. It was also a unique opportunity to develop and define a brand shaped by the wants and needs of employees.
The campaign started with a discovery phase with stakeholders. This included an online community; aspirational interviews with leaders; an external survey of global professionals; a study of Gen Z motivations; workshops and knowledge-sharing sessions.
The company was named as Haleon in February 2022 and Havas set about creating The Haleon Experience, a blueprint for the intended lived colleague experience. This included an ‘experience playbook’, video training modules and a launch communications guide. There were internal and external launch events with ready-made social assets. New joiners receive onboarding ‘animations’ to show they have just started.
The launch was successful both internally and externally, with an impressive number of #HelloHaleon posts by colleagues on social channels and almost tens of thousands of visits to its careers site.
Our judges said it was difficult to single out anything that could have been better. The creative expression was innovative and consistent and the project benefitted from a comprehensive research phase that combined an authentic and aspirational vision of what the new company could be.