Haleon has launched a soccer-focused marketing campaign ahead of the FIFA World Cup in the United States, putting midfielder Tyler Adams at the center of an advertisement about the support its products provide.
The consumer health company, which spun off from GSK in 2022, sells products such as painkiller Advil and antacid Tums. Haleon is introducing the brand in a 30-second ad created as part of the company’s “For the Assist” campaign in partnership with the U.S. Soccer Federation. The federation oversees the U.S. men’s national team, which will compete in June’s FIFA World Cup.
In the Haleon ad, a soccer commentator describes the activities of an Adams soccer player in a day. Adams socializes with several Haleon brands, brushes his teeth with Sensodyne, takes Centrum vitamins and takes Advil painkillers when training gets taxing.
Hareon’s brand is about the idea of providing an “assist,” which represents a pass that leads to a goal. “It’s the assists, big and small, that make wins possible,” Adams said in a statement. Recently retired U.S. Women’s National Team star Crystal Dunn added that assisting is “supporting your family and community, and that starts with taking care of yourself.” Hareon will feature Dan in the campaign.
The company will be selling two sets of toiletry bags as part of the campaign. Haleon collaborated with visual artist and designer Andrea Burgert to create a limited-edition bag that looks like soccer cleats and features logos from brands such as Advil. The company plans to start selling the bag next month for $125. Cheap transparent bags containing Hareon brand travel packs are already on sale.
Haleon’s campaign builds on its existing ties to U.S. Soccer. The company will become U.S. Soccer’s official consumer healthcare product partner in 2024 and last year created an award to recognize athletes’ off-field contributions.
The relationship with U.S. Soccer predates the change at the head of Haleon’s marketing team. Haleon created the role of chief growth officer in January, which includes marketing and other functions. This post was filled by Filippo Lanzi. Tamara Rogers oversaw marketing after separation from GSK. Hareon hired Richard Manso this week, naming the former Google employee as its U.S. chief marketing officer.
