GlaxoSmithKline (GSK) Consumer Healthcare launched a 20 million dollar integrated marketing campaign for the new TUMS QuikPak, the first and only instant dissolve antacid powder, from the trusted TUMS brand. The QuikPak campaign, part of a larger new "Bring It On" brand strategy designed to re-energize the classic TUMS brand with fresh imagery and broader appeal, features the classic animated series, "The Jetsons."
"In this campaign, two icons — TUMS and the Jetsons — meet to tell the story about a fast and convenient heartburn medicine getting even faster with new TUMS QuikPak," says Sydney R. Rollock, GSK Consumer Healthcare vice president of Health and Wellness. "What better way to tell the product innovation story than by linking up with a classic cartoon that represents speed and innovation?"
In a :30 spot airing on national network and cable television beginning today, April 21, George Jetson suffers heartburn after enjoying a chili dog with the works, and calls out for his wife by screaming, "JaaaAANE!". Before she can get to him, though, Rosie the Robot opens his mouth, pours in a dose from a packet of TUMS QuikPak, and he experiences fast relief. The spot closes with the family dog Astro singing, "Ruff, ruff, ruff, ruff, RUFF!," to the tune of the classic TUMS jingle.
The spot was produced by Arnold Worldwide.