Haleon scores branding goal with star-studded soccer offensive

Haleon has kicked off a soccer-focused marketing campaign ahead of the FIFA World Cup coming to the U.S., putting midfielder Tyler Adams at the center of an ad about the support its products provide. The consumer health company, which spun out of GSK in 2022, sells products such as the painkiller Advil and the antacid Tums. Haleon features the brands in a 30-second ad created as part of its “For the Assist” campaign, which the company is running in partnership with the U.S. Soccer Federation. The Federation oversees the U.S. men’s national team, which will compete in the FIFA World Cup in June. Haleon’s ad features a soccer commentator describing Adams’ activities as the soccer player goes about his day. Adams interacts with several Haleon brands, brushing his teeth with Sensodyne, taking Centrum vitamins and popping an Advil painkiller when training takes its toll. The idea is that Haleon brands provide “assists,” a term for the pass that leads to a goal. Adams said in a statement that “it's the assists, both big and small, that make the win possible.” Crystal Dunn, a recently retired star of the U.S. women’s national team, added that assists are “about supporting my family and community, and that starts with taking care of myself.” Haleon will feature Dunn in the campaign. The company is selling two sets of toiletry bags as part of the campaign. Working with visual artist and designer Andrea Bergart, Haleon created a limited-edition bag that looks like a soccer cleat and features logos for brands including Advil. The company will start selling the bags for $125 next month. A cheaper, clear bag containing travel packs of Haleon brands is already available. Haleon’s campaign builds on its existing connections to U.S. Soccer. The company became the official consumer healthcare product partner of U.S. Soccer in 2024 and, last year, created an award to recognize athletes’ off-the-field contributions last year. The U.S. Soccer relationship predates changes at the top of Haleon’s marketing team. Haleon created a chief growth officer role in January, with responsibility for functions including marketing. Filippo Lanzi filled the post. Tamara Rogers oversaw marketing following the separation from GSK. This week, Haleon hired Richard Manso, naming the former Google employee as its U.S. chief marketing officer.