Campaign details

Brand: TUMS
Lead Agency: Weber Shandwick
Region: North America

Objective

As America's #1 antacid, TUMS is well-known for its long history of fast heartburn relief. Now, the product consumers know, trust and love relieves more than just heartburn. That's right, new TUMS Chewy Bites with Gas Relief fights heartburn AND gas.

To drive consideration and purchase intent of this brand new product, TUMS needed to drive awareness of the expanded product benefits being offered with the launch. With a high rate of millennials suffering from heartburn and gas, the brand addressed the consumer need for a multi-benefit product to also achieve their household penetration objective.

Target Audience

For the launch of its first dual-benefit product, TUMS chose to target a group in denial of their symptoms: millennials.

While 89 percent of 18-34-year-olds have experienced at least one digestive issue in the past twelve months, only half of them have treated it (Source: Mintel 2017 Digestive Health). Instead, they choose to live with their symptoms or modify their diet, and regard digestive issues as a problem of an older generation.