Grey: Haleon’s Throw It Back

Today’s consumers know they should be doing more to fortify their immune system, but it often feels like a chore to do so. In a post-pandemic world, it has become decreasingly top of mind.

Haleon partnered with Grey to develop a breakthrough launch campaign to introduce its newest and most fun product yet: Emergen-C Crystals.

This innovative new format creates a sensational experience, popping and fizzing in consumers’ mouths (without water) – that is unlike anything else in the category.

The Throw It Back campaign is a double entendre, combining the literal action of how you take the product – by throwing it back in your mouth – with the nostalgic fun of throwbacks to times gone by and beloved candy formats from the past.

The campaign shows the heroes physically transported through time to fantastical, but universally recognisable throwbacks after they threw back the Crystals.

The campaign successfully launched ahead of peak cold season and helped drive excitement. Grey was able to show consumers that supporting your immune system doesn’t have to be a chore to be effective.