South Africa’s #1 boiled candy, Halls, is set to breathe new life into the global brand with a dynamic marketing campaign that repositions Halls from a lozenge to a lifestyle candy with purpose. Whilst Halls has achieved unparalleled success to date as a soothing lozenge for winter coughs, trusted for its product efficacy, the Halls candy is able to offer so much more. The brand is bringing that to the world as a catalyst for establishing a stronger relationship with its consumers.

The Halls’ brothers’ original mission was to “help the world breathe better” in the smog of the industrial age. In today’s techno-world, mental congestion is a more relevant challenge. For the generation raised to be ‘always on’ in this fast-paced time, breathing better – and the mental clarity that results – is more important than ever before. Halls, with its unique long-lasting cooling effect, can authentically own the mental benefits that flow from breathing better.

Category Brand Manager, Zainab Mohamed, explains: “For Halls the simple truth is that when you breathe better, you feel better, and mental acuity follows.  The powerful cooling sensation of mentho-lyptus opens your airways from your mouth to your head, so you can breathe deeply and therefore feel recharged, recentred, and refocussed to seize the moment, at any moment,”.

The multi-media campaign will see both the brand’s identity and equity reimagined in line with its repositioning as the lifestyle candy with purpose, through refreshed packaging, a global TV campaign, and digital media events alongside a defined advocacy strategy. Mohamed adds that the campaign launch is particularly timeous given the mental lethargy now emerging across the world in the wake of the Covid-19 pandemic and lockdown restrictions in many countries.

The campaign tagline of “Get Ready with a Halls Cooling Breath” has been localised with #UngapheliUmoya, both embodying Hall’s unique ability to instantly reinvigorate the body, mind, and soul.

She concludes: “As a popular brand and proven product, we understand the need to evolve consumer perception with the changing times.  With this campaign, Halls is catapulted into the present, in which breathing better is the quick and easy stimulus for mental clarity.”