The media is the message. The fire-fighting helicopters branded Rennie antacid tablets immediately become conceptual in their association. These water-bearing helicopters dowsed the flames of a very bad Cape Town fire season, putting out blazes all across the peninsula - a perfect metaphor for what Rennie does to heartburn. The consumer was engaged by the metaphoric in-joke and the topical nature of the media.

The helicopters are branded for little cost but the visibility, media attention and positive association received is priceless. Rennie continues to be seen by the South African public as the authority on heartburn relief and this media idea shows why it will continue to be seen this way.