GlaxoSmithKline Consumer Healthcare launched a $20 million integrated marketing campaign, "Bring It On," for the new TUMS QuikPak, using the appeal of the classic animated series THE JETSONS.
"In this campaign, two icons -- TUMS and the Jetsons -- meet to tell the story about a fast and convenient heartburn medicine getting even faster with new TUMS QuikPak," said Sydney R. Rollock, GSK Consumer Healthcare VP of Health and Wellness. "What better way to tell the product innovation story than by linking up with a classic cartoon that represents speed and innovation?"
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 by screaming, "JaaaAANE!". 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, "Ruff, ruff, ruff, ruff, RUFF!" 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 explains. "THE JETSONS is also iconic and a beloved, animated family we all grew up with in the 60's, 70's and 80's.
TUMS QuikPak, an antacid in a convenient powder form, is the first of its kind in the over-the-counter heartburn treatment category. It dissolves instantly on the tongue without water and neutralizes acid on contact. It comes in a great tasting Berry Fusion flavor, and like the original TUMS formulation 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. For more information, visit TUMS.com.
The Jetsons television spot was produced for TUMS QuikPak/GlaxoSmithKline Consumer Healthcare by Arnold Worldwide.