To reach our all-important millennial audience, we engaged them where it mattered most—their stomachs. By sending free pizza to consumers nationwide, we gave millennials the chance to enjoy their heartburn-inducing favorite food, and provided fast relief that’s just as tasty.

To kick off our campaign, we launched with a one-day only Free Pizza Giveaway on Twitter, offering consumers the chance to win pizza in real-time. Winners received pizza delivered to their doorsteps in one hour or less, along with a coupon for TUMS Chewy Bites. Facebook and Instagram content, along with a YouTube masthead takeover drove users to Twitter, where they could tweet with the hashtag #TUMSChewyBites, activating our custom emoji, for a chance to win.

Partnering with popular millennial food and lifestyle influencers put fresh faces on our classic brand, allowing us to authentically insert TUMS into millennial conversations. Influencers drove entries to our Free Pizza Giveaway from Twitter and Instagram, posting a mixture of GIFs, photos and Instagram stories, and continued the conversation about TUMS Chewy Bites in the months following. Eye-catching, light-hearted creative posted to the TUMS Facebook and Twitter pages further amplified messaging throughout the campaign.

The dollar index for Chewy Bites is 45% higher among millennials than all other TUMS products, and the most recent Chewy Bites dollar sales exceed that of Alka Seltzer Heartburn Relief Chews.

TUMS is now the leader within the immediate heartburn relief category, beating out Private Label after the Chewy Bites launch.

52.8M impressions, 1.1M engagements, and over 50,000 uses of #TUMSChewyBites and emoji in 24 hours (2x industry benchmark)

12-point lift in ad recall, 8-point lift in brand awareness (category benchmarks: +9 points; +3 points)

14% increase in positive sentiment among conversations around TUMS Chewy Bites.

5-point lift in purchase intent (5x industry benchmark)

TUMS saw 24.9% of TUMS Chewy Bites-triers made a repeat purchase, this among the highest repeat rates of comparable offerings, including former soft chew category Alka Seltzer Gummies.