Tums Fresh­ers Dis­plays Help Freshen Breath and Fight Heart­burn

Point of Purchase - - INTERNATIONAL POP NEWS -

Mark­ingthe big­gest in­no­va­tion for TUMS in more than 80 years, GSK’s North Amer­i­can Con­sumer Health­care division launched Tums Fresh­ers ear­lier this year. TUMS Fresh­ers not only re­lieves heart­burn but also fresh­ens breath at the same time. In ad­di­tion, the new tablet size is 40% smaller than reg­u­lar TUMS which of­fers the con­ve­nience of porta­bil­ity, a con­sumer need that has never been ad­dressed in the cat­e­gory. Ninety-four per­cent of heart­burn suf­fer­ers ex­pe­ri­ence heart­burn and bad breath at the same time. Tums Fresh­ers con­ducted a sur­vey with women across the United States that iden­ti­fied so­cial sit­u­a­tions where heart­burn and bad breath could im­pact “Mo­ments That Mat­ter”. Some of those sit­u­a­tions in­cluded busi­ness in­ter­views, doc­tor’s ap­point­ments and lunch with your new boss. A Face­book page and a spe­cial Clutch Mo­ments con­test were cre­ated to sup­port these find­ings as well as the prod­uct launch. Main­tain­ing num­ber one sta­tus in the heart­burn cat­e­gory is a con­stant chal­lenge that re­quires in­no­va­tion as well as top notch in-store ex­e­cu­tion. Fresh­ers launch sup­port in­cluded TV ad­ver­tis­ing, in-store trial, so­cial mar­ket­ing and of course, POP dis­plays. Brand in­cor­po­rated eq­uity touch­points such as fast re­lief-fresh breath, mint fla­vor, fights heart­burn and high im­pact cool­ing across the im­agery and mes­sag­ing on all of the dis­plays. A mini wing, clip­strip, end cap and floor stand/side kick were the pri­mary mer­chan­dis­ers sent out to re­tail to cre­ate in­ter­est and gen­er­ate sales

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