TUMS or Dare

TUMS, a brand of antacid, increased awareness of its new Chewy Bites with a cooling sensation among millennials in the US by giving away hot wings and the new tablets as part of a TUMS or Dare challenge.

Campaign details

Brand: TUMSAgency: Weber Shandwick

Strategy

Objective

As America's #1 antacid, TUMS is well-known for its history of heartburn relief. But now, the product that consumers know and love not only relieves heartburn, but also provides a new cooling sensation. To drive consideration and purchase intent of the new TUMS Chewy Bites with Cooling Sensation, TUMS sought to appeal to millennials. From a business perspective, this target is needed to maintain growth of TUMS. However, they are in denial of their heartburn symptoms. While 89 percent of 18-to-34-year-olds have experienced at least one digestive issue in...

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