Reported execution
WPP says Haleon repurposed existing barcodes as Access Codes with Microsoft Seeing AI, so key healthcare information could be read aloud. The launch paired packaging with radio, podcasts, influencers and a music video.
Our reading
The useful innovation is not an ‘AI label’ but a familiar physical identifier made more usable. Accessibility becomes a product fact and a communications idea at the same time.
Production and evidence limits
Dosage and safety information need rigorous regulatory review, error handling and updates when packs change. WPP’s results support a campaign account, not independent evidence that every scan was accurate or that access barriers disappeared.
Sources & limits
WPP agency case study; outcome figures are campaign claims.
- WPP — Haleon: Access Codes — source publication date not stated.
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