DESIGN INNOVATION

TUMS Rebrands Image

NEW YORK—Anthem recently helped GlaxoSmithKline (GSK) to elevate and differentiate its TUMS brand image to remain competitive.

TUMS has been a trusted antacid for more than 75 years, with a brand heritage that centers on fast, safe, effective relief with the calcium a body needs.

GSK employed Anthem to update the package design of its base portfolio of products to increase shelf presence and create a clear differentiation from the competition—especially the lower-priced private-label brands to which lost volume had shifted.