PITTSBURGH: GlaxoSmithKline (GSK) has issued an RFP for its Tums product line. The healthcare company is seeking an agency that will help raise awareness about the calcium benefits of Tums, as well as launch Smooth Dissolve, a new extension of the Tums line.GSK is targeting 25- to 45-year-old women and healthcare professionals by promoting calcium as one of the body's most essential nutrients - of which 90% of women do not get enough. By changing the general perception of Tums as just an antacid, GSK hopes that women will turn to its product to increase their calcium levels. The company is expecting competition from Mission Pharmacal's calcium supplement Citracal, among other products.
In finding that approximately one-fifth of heartburn victims consider the chalky taste to be the number-one disadvantage of chewable antacids, Tums Smooth Dissolve will have a new texture.
A portion of the proceeds from the new product line will be donated to Helping Our Own, a nonprofit organization that provides equipment to firefighters.
GSK would not comment for this article.