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...