VIDEO CASE STUDY: How Haleon Won Game Day at Walmart

Haleon partnered with agency VML to help its heartburn brands achieve victory at Walmart.

The "Defense Codes" program used unique promotional codes comprised of college football defensive players' last names to deliver $5 savings, turning the defensive chore of buying antacids (Tums) and a proton pump inhibitor (Nexium) into a strategic and offensive part of the game-day ritual.

This program received a 2025 OmniShopper Award in the Digital Media Activation (Non-Retail Media) category.

Watch the video to learn the insights, full range of tactics and the results of this campaign.