Tums Convenience Pack

Tums has been synonymous with heartburn relief for many years and has competed in a category riddled with fierce competition from equally as big and established brands such as Rolaids and Pepto Bismol.

One of the things that made Tums a fan favorite among chronic heartburn sufferers was its convenient, portable roll of tablets. Users could easily take Tums on-the-go and always have Tums available should heartburn strike. Rolaids was dominating the convenience store marketing with their tablet rolls and Tums was feeling the impact from such a guerilla trade strategy.

 Both brands shared a similar packaging issue for their respective tablet rolls, an issue that legions of heartburn sufferers complained about - the roll’s inability to keep the tablets free from dirt when placed in a pocket or a purse.  Consumers loved the convenience of a tablet roll but they didn't necessarily love the dirty and debris that could easily get into the roll, contaminating fresh tablets. 

So, Tums launched a convenience pack in response to consumers' need for a clean, convenient way to carry Tums tablets. This new pack would hopefully be a way for the brand to regain market share in the convenience store channel. The convenience pack, a miniature version of the iconic Tums bottle, served as a reusable compliment to any of the large Tums bottles so users could dispense tablets from a large size bottle into a small, plastic convenience pack they could take with them wherever they went.