Tums Promo Tums: FAST FOOD by Grey Mexico

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Industry Health & Pharmaceuticals, Health & Pharmaceutical Products
Media Promo & PR
Market Mexico
Agency Grey Mexico
Director Israel Rincón Ramirez
Art Director Diana Pilar Herrera Anduiza, Juan Pablo Torres Unna
Copywriter Sergio Fernández Villaescusa
Producer Ursula Bertrand, Luz Canobbio, Andrés Jasso
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Best Use of Guerilla Marketing in a Promotional Campaign Silver

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser/Client: GLAXOSMITHKLINE
Entrant Company: GREY MEXICO, MEXICO
Sales Promotion/Advertising Agency: GREY MEXICO, MEXICO
Executive Creative Services/Vice President: Andrés Martínez Echeverría
Art Director: Juan Pablo Torres Unna
Copywriter: Sergio Fernández Villaescusa
Art Director: Diana Pilar Herrera Anduiza
Producer: Luz Canobbio
Editor/Post Production: Roberto Rosas
Audio Designer: Gerardo Miranda (Equiscosa)
Chief Executive Officer/Account Manager: Steve Stroud
Director: Israel Rincón Ramirez (Rojo Films)
Producer: Andrés Jasso (Rojo Films)
Producer: Úrsula Bertrand (Giproducers)
General Manager/Account Manager: Claudia Martínez
Describe the brief from the client:
A lot of people know that TUMS is a chewable tablet that relieves heartburn, but they don’t think of it as FAST. That’s why they tend to use “stronger” solutions they have at home. We were asked to let people know that TUMS works fast, right when they need it.
Describe how the promotion developed from concept to implementation:
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”.
Describe the success of the promotion with both client and consumer including some quantifiable results:
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.
Explain why the method of promotion was most relevant to the product or service:
The brand needed to talk to instant relief seekers who eat greasy food at home. So, what better moment to do it and leave a sample than right when they were going to need it?
After doing some branding on the streets by chasing the fast food deliverers, our team of motorcyclists went into the perfect personification of the product. They acted right after the greasy foods, just like TUMS works. In this fresh way of promoting, we took advantage of the heartburn causers, demonstrating and communicating just what, when and to whom it was most relevant for the product.