EXECUTIVE CREATIVE LEADER
"Whatever You Call It We Cool It"
The client was launching a new 'cooling sensation' innovation in their TUMS line, and we brought them this idea to make the launch a home run =. Why this idea? A few reasons.
First of all, people don't always call it 'heartburn' especially if they're younger and new to the category. Sufferers usually equate it with a lot things they DO more than something they HAVE. Stress, spicy foods, pregnancy, lack of sleep -- these are all triggers for people.
This idea connected with how the consumer FEELS, in their own words, and made fabulous use of the distinctive brand asset of the TUMS bottle. It also cleverly nodded to the new cooling innovation.
Shopper Marketing is critical for GSK, so we used all the best practices we had to
help our message stand out in-store and especially
at the shelf.
We also wanted to encourage sampling with the in-store FREEOSK for Walmart, and via the CVS Centers inside airports. All the while keeping the fun messaging of the campaign going strong.
My partner and I spent some time on M&Ms when they launched MyM&Ms and I actually had the very first Personalized Wedding M&Ms (gift from the client!)
So printing on the chews was a brilliant way to create product innovation that retailers like Walmart would love, while also introducing the product to a new user: pregnant moms!
We also recommended NFL team logos, sports icons, food emoji versions and more. SO fun!
The idea even connected the new VUDU service from Walmart with the product in a really smart way.