Case study | Nexium (Brand Advance Group for Haleon): Enjoy the special moments in life
This case study was originally published in the WFA DEI in Content Production guide (June 2024)
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BA Creative has an ethos – “Nothing About Us, Without Us”, which means that members of the community are at the heart of everything we do. This s how we ensure everything we produce is authentic and resonates with the community it is meant to reach. This is implemented by us, using our ‘7 out of 10’ rule, meaning that for any production, 70% of the staff in front of and behind the camera belong to the community that the content is meant to reach.
Haleon approached Brand Advance Group to support them with a campaign for Nexium in the United States. The objective was to reach the Hispanic American community with the message that Nexium is the solution to a heartburn problem, one that is prevalent in Hispanic American communities.
Brand Advance’s creative response to Haleon’s campaign brief was ‘Enjoy the special moments in life’. Scripted in both Spanish and English, the concept featured three Hispanic families: Mexican, Puerto Rican and Colombian – each of whom prepared a traditional family recipe.
During the planning stage, we conducted a focus group with members of the Hispanic community to understand attitudes towards heartburn. We found that heartburn and acid reflux is prevalent within Hispanic American communities due to foods and lifestyle specific to their culture.
In keeping with our ethos, all actors in front of the camera were members of the Hispanic community, whilst 75% of the creative team, 71% of the production team and 100% of the post-production team were members of the Hispanic community.
You can read the detailed case study here.