TUMS wanted millennials to try its new product that offered both gas and heartburn relief, so it created the season of "TummerTime" to increase awareness and encourage sampling. TummerTime launched in New York, Atlanta, and Chicago and was powered by giveaways and social media influencer content.
Objective and Context:
As America's No. 1 antacid, TUMS is known for fast heartburn relief. When TUMS launched a new product that fought both heartburn and gas, the brand needed to drive awareness of its expanded product benefits.
TUMS targeted millennials for this campaign because most 18- to 34-year-olds suffering from gas and heartburn do not seek treatment for those issues.
TUMS wanted to help millennials understand that it was okay to treat heartburn and gas and that doing so did not suddenly make them part of the boomer generation. Since food is at the epicenter of the millennial lifestyle, TUMS created "TummerTime," a season to celebrate adventurous eating without heartburn and gas.
Overall Campaign Execution:
To kick off TummerTime, TUMS provided on-demand relief in three major cities (New York, Atlanta, and Chicago). Consumers received "TummerTime Relief Kits": branded tote bags full of products, including a bottle of new TUMS Chewy Bites with Gas Relief.
TUMS partnered with influencers on Instagram and Twitter to promote the giveaway. Consumers could also receive a relief kit via Twitter by using the hashtag #PasstheTUMS.
TUMS used mobile-optimized social creative to drive participation in the promotion. It also created a mobile-version of the giveaway entry page. Eighty-five percent of the participants entered the giveaway via mobile.
TUMS exceeded all of its objectives with regard to brand awareness, sales, household penetration, and brand love. Influencer content posted to Twitter and Instagram generated 142,000 engagements, 3.9 million impressions, and 1.7 million video views. TUMS also saw a 26 percent growth in usage from millennials.