'TUMS,' America's number one heartburn brand famous for its heartburn relief products, announced the 'Love Food Back' creative proposition. With this new creative focus, TUMS is encouraging its customers to reconvene with their love for food by viewing TUMS not as the enemy to heartburn-inducing foods, but as their ally.
In addition to launching its new creative proposition, TUMS has also launched the 'TUMS Cam' at select MLB stadiums across the country. With the TUMS Cam, which is inspired by kiss cams, MLB attendees will have the chance to win a range of prizes from free food to free travel trips to iconic cities in the United States.
The company released a commercial that commemorates its new focus. The commercial depicts a woman who is walking away from a giant burrito. The woman feels discomfort in her stomach, takes a TUMS fast relief pill, and runs back to the giant burrito to embrace it in a hug, signifying that she is loving her food back.
Refocused Heartburn Campaigns
TUMS Announced the 'Love Food Back' Creative Proposition
Trend Themes
1. Shifted Heartburn Narrative - TUMS' new approach to heartburn relief campaigns encourages customers to embrace their love for food rather than fear it.
2. Entertainment Integration - TUMS' 'TUMS Cam' at MLB stadiums encourages engagement and a positive association with the brand by offering attendees fun prizes.
3. Emotional Advertising - TUMS' new commercial featuring a woman embracing a giant burrito after taking a TUMS pill is an example of advertising that connects with customers on an emotional level.
Industry Implications
1. Pharmaceuticals - The pharmaceutical industry may consider rebranding and integrating entertainment to shift consumer perception of their products.
2. Fast Food - Fast food companies may also consider innovating advertising to emotionally connect with consumers and make them feel good about enjoying indulgent foods.
3. Sports Entertainment - Sports teams and entertainment companies could collaborate to create fun and engaging experiences for fans at sporting events, similar to TUMS' 'TUMS Cam'.