TUMS
In our 20s and 30s we start experiencing heart burn which is a new experience, but lets not be ashamed of it.
We normalized heartburn and acid reflux by tapping into our Millenial and Gen Z Audience. I Art Directed skits, social posts, merch drops, a super bowl game, and various experiences that made it cool to take TUMS.
I ideated and created a bedazzled TUMS Purse
This was so successful amongst our fans and clients that we decided to take this idea a step further. We partnered with an artist named Nik Bentel to create an actual TUMS bag to sell. Nik Bentel is a well-respected artist from New York most known for the art bags he creates. This project was written about in Ad Age here.
I also bedazzled a velour tracksuit.
Along with bedazzling merch, my team and I created several merch items including an I <3 TUMS Shirt and a TUMS trucker hat. These inspired the creation of the TUMS Shop, which includes the shirt and hat, a can sling, pajamas, and more to come.
Associate Art Director: Maggie Broadbent
Art Director: Elisabeth Opdyke
Copy Writer: Raye Ebensteiner
Senior Art Director: Iyanni Callender
Senior Copy Writer: Benjamin Gajus
The Superbowl is a day full of eating and heartburn so naturally it is a big day for TUMS fans. We curated an engaging and entertaining interaction for fans, introducing a WORDY instant win game to add a playful twist to the day's festivities. Through out the game participants were given a series of prompts, challenging them to identify the culprit foods behind the game-day discomfort. Each correct guess served as an entry for the opportunity to win an impressive $99,000 in cash and prizes, enhancing the overall enjoyment of the Super Bowl experience.
To complement the game, NFL Jets Cornerback and Rookie of the Year, Sauce Gardner, was a prominent ambassador, inviting fans to register and join in on the fun. There was also TUMS-sponsored event in collaboration with celebrity restaurateur, author, and television personality Guy Fieri. This pregame extravaganza featured a spirited spicy wings challenge, adding an extra layer of excitement.
Art Director: Elisabeth Opedyke
Copywriter: Raye Ebensteiner
Associate Art Director: Maggie Broadbent
Senior Copywriter: Andrew Pattee
Senior Art Director: Iyanni Callender
Creative Director: Allyson McGuire
Agency: Dentsu Creative, NYC
We also concepted, storyboarded, shot, and edited a lot of evergreen content for their social media accounts.
Associate Art Director: Maggie Broadbent
Art Director: Elisabeth Opdyke
Copy Writer: Raye Ebensteiner
Here are some of the TikToks/Instagram Reels:
Here are some In-Feed Static Content Creation:
