The Cultural Success of White Teeth

In 2022, Haleon (fomerly GSK) was developing its strategy for new whitening products and needed to understand how to position various whitening products in the market. 

In conducting this ressearch, the Ipsos Ethnography Centre of Excellence found crucially important cultural and behavioural insights that reframed the challenge facing Haleon. 

As a result, they developed and positioned products differently, and ended up approaching a category they've worked in for years in a completely different way. This presentation will showcase the insight, the specifics of the ethnographic approach, as well as the impact it has had at Haleon.

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