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New TUMS(R) QuikPak(TM) Campaign Offers Innovative Heartburn Relief with a Little Help from the Jetsons
Date:4/21/2008

First of Its Kind Instant Dissolve Powder Antacid Delivers Faster Relief,

Increased Convenience and Great Taste

PITTSBURGH, April 21 /PRNewswire/ -- Today, GlaxoSmithKline (GSK) Consumer Healthcare launches a $20 million integrated marketing campaign for the new TUMS(R) QuikPak(TM), the first and only instant dissolve antacid powder, from the trusted TUMS brand. 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 -- TUMS and the Jetsons -- meet to tell the story about a fast and convenient heartburn medicine getting even faster with new TUMS QuikPak," says Sydney R. Rollock, GSK Consumer Healthcare vice president 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 spot airing on national network and cable television beginning today, 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, 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. For more information, visit TUMS.com.

The Jetsons television spot was produced for TUMS QuikPak/GlaxoSmithKline Consumer Healthcare by Arnold Worldwide.

ABOUT GLAXOSMITHKLINE CONSUMER HEALTHCARE

GlaxoSmithKline Consumer Healthcare is one of the world's largest over-the-counter consumer healthcare products companies. Its more than 30 well-known brands include the leading smoking cessation products, Nicorette(R) and NicoDerm(R), as well as many medicine cabinet staples, alli(R), Aquafresh(R), Sensodyne(R) and TUMS(R), which are trademarks owned by and/or licensed to GlaxoSmithKline Group of Companies.

ABOUT GLAXOSMITHKLINE

GlaxoSmithKline -- one of the world's leading research-based pharmaceutical and healthcare companies -- is committed to improving the quality of human life by enabling people to do more, feel better and live longer.


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SOURCE GlaxoSmithKline Consumer Healthcare
Copyright©2008 PR Newswire.
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