Don't Be Boring: How Tums and Orchard Take Calculated Creative Risks

Execs rely on social listening, 'quality thinking' and analytics tools to guide their decisions

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It might be considered controversial that Tums, a 90-year-old mainstay in the stodgy over-the-counter healthcare category, has made a first-time alliance with online betting service DraftKings for a campaign pegged to Super Bowl 58.

But the executive who spearheaded the food-themed “Prop Bites” program said it “felt like the right connection” between two companies with similar goals—to enhance the fan experience.

Tums has been active around the Super Bowl for years—given that Big Game menus are heavy on greasy pizza, gut-busting nachos and fiery wings—but the marketing team decided to break new ground for a 2024 collaboration, per Jissan Cherian, senior director of the digestive health business unit at Tums’ parent Haleon.

“We thought about where our consumers were, especially younger ones, and areas like sports betting and fantasy football are such rich territories,” Cherian said during ADWEEK’s Outlook 2024 conference in New York.



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