TUMS

Creative Campaign Challenging the Stigma Around Everyday Essentials

Overview: As part of my Creative Problem Solving course, my partner and I developed a creative campaign for TUMS focused on reframing how Gen Z views everyday health products. Rather than positioning TUMS solely as a solution for heartburn, we explored the social stigma surrounding products people often feel embarrassed to carry or use. The campaign challenged that perception through a relatable, insight-driven creative concept that normalized TUMS as just another everyday essential.

  • TUMS is designed to provide fast relief, yet many Gen Z consumers associate the brand with embarrassment rather than confidence.

    Our challenge was to:

    • Address the stigma surrounding heartburn relief.

    • Connect with reputation-conscious Gen Z consumers.

    • Shift TUMS from an embarrassing product to an everyday essential.

    • Build an emotionally relatable campaign rooted in human behavior.

  • One observation shaped the entire campaign:

    The things we feel most embarrassed to carry are often the things everyone can relate to.

    Whether it's medication, personal care products, or other everyday necessities, people often hide the very items that help them. We realized TUMS wasn't the problem—the stigma surrounding it was. By acknowledging that everyone carries something they'd rather not show, we could normalize TUMS as simply another part of everyday life.

  • Everyone Has Different Essentials.

    Our campaign reframed TUMS as one of many everyday items people carry—not something to hide, but something completely normal.

    Creative executions featured bags and purses filled with a mix of everyday essentials, placing TUMS alongside other personal items people commonly keep with them. Rather than isolating the product, the campaign celebrated the reality that everyone has different needs, and there's no shame in carrying something that helps you feel better. This simple shift transformed TUMS from a symbol of insecurity into a symbol of self-care.

  • "Everyday needs shouldn't come with shame, especially the ones that help you feel better."

    At its core, the campaign encouraged consumers to rethink embarrassment. TUMS isn't a reminder of a problem—it's the solution that helps people move on with their day. By normalizing the product through relatable storytelling, we positioned it as an everyday essential rather than something to hide.

  • Working alongside my creative partner, I collaborated on the campaign from concept development through final execution.

    My contributions included:

    • Developing the creative strategy

    • Brainstorming campaign concepts and messaging

    • Building the visual direction

    • Designing campaign mockups

    • Refining the presentation narrative

    • Presenting the final campaign

    The project strengthened my ability to translate consumer insights into creative concepts while balancing strategic thinking with visual storytelling.