VOLTAROL: MORE THAN RUNNING, FROM THE START TO THE FINISH LINE

Voltarol’s core promise, “more than movement,” positions it as an enabler of active, healthy lifestyles, with health inclusivity at its heart. Yet the brand was losing volume and lacked the distinctiveness to justify its premium. Determined to drive meaningful difference and superiority, we identified running as our key sporting territory and became the official “pain sponsor” of The London Marathon.

We launched at the Running Show with expert advice and a Massage Zone. On race day, a vibrant “sea of Voltarol orange” greeted runners, featuring branded banners, LED screens, and toblerones. At Rainbow Row, a Voltarol-branded bus with DJs, Drag Queens, hype talent, and supporters lifted spirits right where runners hit “the wall.” Our partnership with Channel 4 and GAY TIMES showcased two inspiring Marathon runners, while Meta Moments maximised reach and YouTube placements aligned with running content. We challenged runners on Strava, localised OOH placements, and ensured our in-store materials echoed the campaign. Exceeding media benchmarks, the initiative drove brand fame with invaluable coverage and boosted meaningful difference, evidenced by significant lifts in ad recall and brand awareness. Twenty employees even ran the Marathon, raising £5K for Smile Train—matched by Haleon—demonstrating Voltarol’s unwavering commitment to health inclusivity.