- Tums is showing football fans it understands their discomfort during the playoff season via some special pigskin-shaped packaging.
- The brand’s new Burn Ball, a limited-edition, football shaped container, is intended to give new meaning to “Pass the Tums,” as fans devour all types of foods and experience anxiety over their team’s chances during the playoffs.
- Tums has partnered with YouTube personality Eric Decker (@Airrack) on a social sweepstakes that asks fans to show off their creativity in how they would pass the antacid to others in the room. One person will win a $5,000 grand prize and 50 others will receive $50 Uber Eats gift cards.
With its Buffalo wings, spicy dips and just general overindulgence, the football playoff season – and, in particular, the Super Bowl – can cause its fair share of heartburn. With its new packaging, Tums is giving fans a chance to have some fun while seeking relief.
The new Burn Ball, which is available for purchase online, is meant to be passed quickly from person to person and contains a bottle of Tums Chewy Bites. A promotional video states the soft foam football container is “couch gap and beer resistant,” and is created from “the most aerodynamic shade of blue.”
“We know so much about the Big Game revolves around food, and nothing ruins the excitement faster than heartburn,” said Patricia Melo, Brand Director for Tums, in a release. “That’s why Tums is here to deliver fast, powerful relief that keeps fans in the moment.”
Meanwhile, the @Airrack partnership intends to bring a little fun to the relief. The creator is known for doing high-energy stunts and viral challenges (and has a fan base of 20 million people), which gave rise to the idea of asking consumers to show off their best trick passes via social media.
To enter the sweepstakes, which runs from Jan. 9-25, fans should post videos on Instagram, TikTok or YouTube using the hashtag #PassTheTUMSSweepstakes in captions (and, in the case of TikTok, as onscreen text).
