About 50% of people return to what they know will hurt.
Because some pleasures are worth the pain.
TUMS turns regret into permission, making the wild ride survivable so you can keep going back for what sets you on fire.
OOH
Unsent Letters
Video series of people reading a short letter on their own personal heartbreak (psst it’s really about food).
TUMS Vending Machines
Pop-up vending machines at food festivals, bars, and clubs dispense Tums right where greasy eats and fiery drinks hit the hardest.
TUMS x Hot Ones: Afterburn
Hot Ones adds a fiery bonus round where guests cool off with Tums while dishing on the spiciest round and the guilty-pleasure foods they love, even when they hurt.
Tummy T Tailgates
Nothing hurts more than the love for a losing team. Our mascot will hit up the tailgates of the 10 worst college football teams to ask those fans: Why do you do this to yourself?
Keychain Holder
A sleek, portable keychain that keeps TUMS always within reach, no matter where your (mis)adventures take you.
AD: Jessica Gordon
CWs: Natalie Ball, Matt Petersen, and IZ