A successful heartburn relief brand for both prescription and OTC, Gaviscon’s core target audience had always been 35+. However, we found that people actually suffer from heartburn and indigestion much younger and, although less severe, they weren’t treating it. To make it even worse, young heartburn and indigestion sufferers thought of Gaviscon as a serious brand for “old people” and one “not for me.” Our task? Bring an old product to a new generation and tackle brand perceptions head on to drive relevancy, social acceptability and ultimately, sales.

Our “young millennial & gen Z” audiences often have the same triggers as our core audience (lifestyle, food and drink), during these moments heartburn and indigestion spoil their fun so we needed to be the facilitator of bringing on the good times, wherever, whenever.

We launched our campaign with a whole different brand stance and attitude: GO ON. GO ON was about squeezing more into every night, knowing that Gaviscon had their backs. Go out for drinks, order DoorDash or book that holiday or festival. Showcasing that heartburn risks putting a stop to their night out, while Gaviscon gives them the relief they need to go on and enjoy.
We worked with a Chef Influencer to develop a PH Neutral Street Food menu - because less acid means less chance that you might suffer after eating your night-out meal. Then, created a vintage Street Food neon truck and took it on a tour around the UK to different food & music festivals – as well as to key UK city centers where our audience were having their big nights out.

We filmed the tour and pushed out content via social media and pulled in PR support through micro-influencers, food bloggers and a partnership with major UK music festival Sundown as a named sponsor, to supercharge its reach. We also created city-specific OOH and DOOH to amplify the campaign, which only came out at night as our party-goers went out, too.

Beyond our launch Tour, we invited people into the Gaviscon ‘Night Labs’ – a series of social films where silly scientists experiment with ways to prevent digestive discomfort and launched a ‘GO ON’ site to educate young people on the triggers, symptoms and cures for heartburn and indigestion.