TUMS

Viral Social, Merch

The Thinking:

We established an identity based on the empowerment of heartburn sufferers, and gave them the ability to love food back—just like in their 20s era.

From a viral Taylor Swift post (starring yours truly) to an organic shoutout from Trisha Paytas, we helped Millennials and beyond reclaim their youth through culture, nostalgia, and just downright delicious food. Because if you have heart for food, heartburn can never chill your appetite.

Social

Antacid social wasn’t exactly digestible before we came along. Here are some of the greatest hits ever since, including TUMS’ most impactful social post of all time (thanks Swifties).

The Tortured Tummies Department

Okay, let me set the scene: Taylor Swift’s newest album (The Tortured Poet’s Department) was about to drop in 24 hours. We needed something fast, effective, and on brand. Little did I know, this simple photo taken in my spare bedroom would win the internet for the day, and take the throne as TUMS’ most engaging social post of all time. We caught 1.5 million views and the adoration of T-Swizzy fans everywhere—all on TikTok.

The Swifties had a lot to say…

Honorable Mentions

We’re no 1-hit wonders. We touched culture at every opportunity, interjecting TUMS into conversations that buzzed the zeitgeist.