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 destinations and left a trial of the precious antidote against heartburn, right at the moment that people were going to need it, with an important message: “TUMS ACTS FAST RIGHT AFTER YOUR FOOD”.After doing some branding on the streets by chasing the fast food deliverers, our team of motorcyclists got into the perfect personification of the product. They acted right after the greasy foods, just like TUMS works. In this fresh way of media using motorcycles, we took advantage of the heartburn causers and their distribution, demonstrating and communicating just what, when and whom it was most relevant for the product.

We reached the exact audience we were targeting to, in the most relevant moment. More than 8000 of them realized that whenever greasy food is delivered to their homes, whenever heartburn attacks, TUMS will be there to save them fast, right when they need it.After creating a great connection with the target and generating loyal consumers, there was a dramatic increase of sales and several stores simply ran out of it. The perception of TUMS as a fast heartburn reliever increased in a 23% and the client adopted the idea for several countries.