TUMS: Everyone is welcome at our table

Tums, an American antacid brand, experienced overall buyer intent among consumers after creating an advertising campaign that celebrated the importance of family and diversity.

Campaign details

Brand: TUMSBrand owner: GlaxoSmithKlineEntrant company: GlaxoSmithKline, RogersIdea creation: Arc Worldwide ChicagoMedia: Publicis Media New YorkMarket: North AmericaSector: Non prescription, OTC productsMedia channels: Mobile & apps, Online display, Online video, Point-of-purchase, in-store, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

In 2019, GSK set out to think differently about marketing in a modern world. We desired to deepen connections with our customers and shoppers and to action an important company goal of improving lives through Diversity and Inclusion initiatives....

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