GSK launches Tums marketing initiative

PITTSBURGH GlaxoSmithKline Consumer Healthcare on Monday launched a $20 million integrated marketing campaign for the new Tums QuikPak, an instant-antacid powder.

The QuikPak campaign, part of a larger new "Bring It On" brand strategy designed to re-energize the classic Tums brand with fresh imagery and broader appeal, features the classic animated series, "The Jetsons."

"In this campaign, two icons—Tumsand the Jetsons—meet to tell the story about a fast and convenient heartburn medicine getting even faster with new Tums QuikPak," stated Sydney Rollock, GSK Consumer Healthcare vice president of health and wellness."

In a 30-second spot airing on national network and cable television beginning April 21, George Jetson suffers heartburn after enjoying a chili dog with the works, and calls out for his wife. Before she can get to him, though, Rosie the Robot opens his mouth, pours in a dose from a packet of Tums QuikPak, and he experiences fast relief. The spot closes with the family dog, Astro, singing to the tune of the classic Tums jingle.

The Tums "Bring It On" brand strategy succeeds the Tums"Diner" brand campaign, which ran for more than 30 years. According to Rollock, it was time for Tums advertising to evolve along with the product innovation.

"With the introduction of TUMS QuikPak our goal was to create advertising more representative of the brand's iconic nature," he said.

Tums QuikPak, an antacid in a convenient powder form, is the first of its kind in the over-the-counter heartburn treatment category, the company stated. It dissolves instantly on the tongue without water and neutralizes acid on contact. It comes in a Berry Fusion flavor, and like the original Tums formulation, also has the added benefit of being a daily source of extra calcium. It is available nationwide in boxes containing 24 individual dose packets at most drug, grocery and mass merchandise retailers. Each easy-open packet delivers 1,000 mg of calcium carbonate.