PITTSBURGH GlaxoSmithKline earlier this month launched its latest TUMS heartburn-relief product—the TUMS QuikPak, an antacid formulated as a convenient instant-dissolve powder.
“We saw a consumer need for a product that delivers the same proven heartburn relief of the trusted TUMS tablets, but in an even more convenient form,” stated Sydney Rollock, GSK Consumer Healthcare vice president of health and wellness. “The result was TUMS QuikPak, an innovative powder antacid that offers not only increased convenience but also fast relief and a great taste, which we expect to bring new users into the category.”
Available nationwide in boxes containing 24 Berry Fusion-flavored individual dose packets at most drug, grocery and mass merchandise retailers, TUMS QuikPak sells at an average retail price of $4.89. Each easy-open packet contains 1,000 mg of calcium carbonate.
The launch of TUMS QuikPak is being supported by a $20 million integrated marketing campaign, which is part of a larger new “Bring It On” brand strategy designed to re-energize the classic TUMS brand with fresh imagery and broader appeal. The QuikPak campaign features the classic animated series, “The Jetsons” and includes a :30 spot airing on national network and cable television and online banner ads.
Like the original TUMS formulation, it also has the added benefit of being a daily source of extra calcium, GSK stated.