GSK said that the main objectives of this project are to increase visual presence at-shelf, optimize shop-ability and create clear differentiation from competitors.
Janice Jaworski, managing director of Anthem Worldwide, said: “Basically the big push was to graphically further set the Tums brand apart from the national brand in competition but more specifically from private label. Because what private label has started to do in the last year or two is actually mimic the structural shape and get away with it.
“We ended up optimizing the communication on the label, which created a more proprietary and ownable mark for the Tums brand. So, where yes, private label can say ‘antacid tablets’, they can’t say Tums.”
She also said that the branding agency has made a series of design explorations and came up with, at the end of the day, an elliptical device, a contained, extractable branding unit, that contains the word Tums, and according to her, this graphic evokes the idea of speed and efficacy.