GSK Consumer Healthcare is moving away from performance marketing to once again building brands, as exemplified in a new Voltarol campaign that highlights the brand's purpose (around the joy of movement) in an emotional ad featuring a grandfather and his granddaughter.

Why it matters

During the early months of the pandemic and lockdowns, brands understandably became focused on performance marketing. But as time goes on, the need to go back to the basics of brand-building and understanding consumers – or people – is being reasserted.

Takeaways

• Brands can deliver a performance message – this product works – but at...