We took advantage of our worst enemy: Fast Food. A special troop of TUMS agents went to fast food restaurants and waited until the deliverers went out to deliver the greasy food. Our heroes chased them on motorcycles until they got to their destiny and left a trial of the precious antidote against heartburn, right at the moment that people are going to need it, with an important message: “TUMS ACTS FAST RIGHT AFTER YOUR FOOD”.

A lot of people realised that whenever greasy food is delivered to their homes and stomachs, whenever heartburn attacks, TUMS will be there to save them fast, right when they need it.After activating directly to more than 8,000 people, there was a dramatic increase of sales in the areas where the promotion took place, and several sellers simply ran out of it. The perception of TUMS as a fast heartburn reliever increased 23% and the client has adopted the idea to be further applied in several countries.