Friday, February 10th, 2012
GlaxoSmithKline (GSK) Consumer Healthcare launches a $20 million integrated marketing campaign for the new TUMS QuikPak.
In a :30 spot 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.
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.
