As Canada’s #1 selling antacid, Tums enjoys high consumer awareness. However, in a sea of sameness, the brand needed to differentiate itself from the competition and drive trial. PHD Canada found unique ways to link Tums to the notion of “speed” as research found that “fast relief” is a critical driver of trial among heartburn sufferers. The agency worked with iconic TSN sportscaster Jack Armstrong to “call” a series of custom animated videos featuring the well-known Tums bottle character playing speed-related sports against heartburn-inducing foods. Then, PHD teamed up with Buzzfeed Tasty to integrate Tums into one of its signature video recipes. The team also worked with Contobox to create an exclusive interactive experience, featuring the Tums “Tomato Smash” game. Finally, the agency partnered with tech company Cluep and used social media triggers and mobile geo-location to provide intent-based targeting via its artificial intelligence system.