For TUMS and the launch of TUMS Freshers®, Creative Swans worked closely with product creative teams to design an integrated brand activation campaign to introduce the product’s unique “antacid breathmint” positioning to consumers. The initiative combined retail packaging, experiential marketing, advertising, and social engagement to create a memorable launch experience that extended beyond traditional point-of-sale marketing.
The engagement began with the development of new point-of-purchase (POP) packaging for TUMS Freshers, creating a distinctive retail presence that communicated the product’s dual benefit of heartburn relief and breath freshening. Packaging concepts were designed to enhance shelf visibility while reinforcing the product’s unique positioning within the antacid category.
Building upon the retail launch, creative assets was developed to drive consumer awareness and engagement, including the design and production of a fully branded promotional bus wrap used as the centerpiece of a nationwide activation program. Working alongside strategic activation teams, locations were identified to maximize consumer interaction and product sampling opportunities. The campaign incorporated on-site photography, video production, social media content creation, and product giveaways to generate authentic consumer engagement and extend campaign reach across digital channels.
To further support the launch, a series of advertising assets were created highlighting the innovative “antacid breathmint” concept, helping establish product differentiation and strengthen brand awareness. The result was a fully integrated marketing campaign that combined retail, experiential, digital, and advertising touchpoints to successfully introduce TUMS Freshers to the marketplace.