New TUMS(R) QuikPak(TM) Campaign Offers Innovative Heartburn Relief with a Little Help from t... ( First of Its Kind Instant Dissolve P...)

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.

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New TUMS(R) QuikPak(TM) Campaign Offers Innovative Heartburn Relief with a Little Help from t...( First of Its Kind Instant Dissolve P...)