Gaviscon: Go on

Gaviscon, the heartburn relief brand, transformed its approach to engage a younger audience and drive affinity for the brand in the UK.

Campaign details

Brand: GavisconClient: Reckitt Benckiser - HealthAgency: Havas

Summary

Some things are just too good to say 'no' to.

Like BBQ-glazed ribs and Southern Slaw.

Roast Chicken, with all the trimmings.

Or a second helping of Christmas pudding.

Ask anyone with indigestion, and they'll tell you, in between groans, that they're a victim of short-term thinking. And so, for a time, was Gaviscon.

Tempted by a large, juicy audience that we knew and loved, we'd neglected to recruit the next generation of heartburn sufferers to shore up the brand's future. And if we didn't...

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