TUMS: Chewy Bites launch

TUMS, an antacid brand, launched 'Chewy Bites' to millennials in the US via a cohesive digital and social campaign to emphasise the product's key message of fast, tasty relief.

Campaign details

Brand: TUMSLead Agency: Weber ShandwickRegion: NA

Strategy

Objective

In 2017 TUMS launched "Chewy Bites", an antacid that works just as fast as regular TUMS, but tastes delicious, thanks to its tasty outer shell and soft, chewy center.

A group in which TUMS does not have historically high penetration, millennials, are becoming increasingly difficult to reach through traditional TV ads. To reach this new audience, we developed a cohesive digital and social campaign to drive home our product's key message of fast, tasty relief.

Target Audience

This campaign primarily targeted millennials who we found...

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