TUMS was a 90-year-old antacid brand with a big dream: win over millennial consumers who weren’t engaging with the category. Twitter’s Sarah Personette chats with the team behind the Effie-winning work for “TUMS Makes the Super Bowl #TUMSworthy.”
GSK Consumer Healthcare’s Amy Sharon and Grey’s Tilly Scullion share how they were able to acheive their objectives by tapping into cultural conversations about stress, claiming its own emoji and dominating Twitter on one of the noisiest days of the year.
“TUMS makes the Super Bowl #TUMSworthy” won a Silver Effie at the 2021 Effie Awards U.S. competition.
Watch Next: Tinder & 72andSunny Los Angeles’ “Swipe Night” >
