During the holidays, we aren’t our normal selves. We go to more parties and family gatherings than usual. We eat and drink things we normally wouldn’t. We feel more stress—about money, decorating, buying presents for people. All of these things make frequent heartburn even more frequent during the holidays. Which makes our need for Nexium 24-hour—a nonprescription heartburn medicine that lasts 24 hours—even greater. We took this truth and turned it into an online quiz where people could find out what their “holiday self” was. And we created 10 videos that described each of the different holiday selves. “Doggy Bagger” is one of them.

The Nexium 24HR holiday program launched at the end of November and ran through the end of December, engaging consumers during a key heartburn-inducing season.

The program was executed online through partnerships with about.com, Bon Appetit and Epicurious. The Nexium24HR.com site acted as the program hub, delivering videos through an interactive quiz. Content was also pushed out and supported on Facebook and YouTube. Display ads drove consumers to the quiz through partnerships and other dedicated media.

Offline, the program was supported through print and in-store merchandising.