TUMS or Dare

TUMS, a brand of antacid, increased awareness of its new Chewy Bites with a cooling sensation among millennials in the US by giving away hot wings and the new tablets as part of a TUMS or Dare challenge.

Campaign details

Brand: TUMS Agency: Weber Shandwick

Strategy

Objective

As America's #1 antacid, TUMS is well-known for its history of heartburn relief. But now, the product that consumers know and love not only relieves heartburn, but also provides a new

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