While millions rely on TUMS for heartburn relief, Gen Z and Millennials don’t think they’re old enough to need it. So, how could we get them to double down on food without the fear of feeling funky? By dominating a beloved cultural moment: the Super Bowl. Yes, there’s the game, but it’s a surround-sound experience for this audience. Our solution? Mash up two faves: prop betting + food, to create a first-of-its-kind platform where fans could do something they’d not done before – bet on food to win cash.

With DraftKings and comedian Desus Nice, we hit fans from all sides. We sent TUMS to fans’ doors during halftime and descended on the host city with the custom Prop Bites Food Casino at Circa Stadium Swim so fans could get in on the action IRL. And TUMS not only led the increase in overall antacid sales, they overpowered the competition. 14.5% Growth in TUMS Sales, 100k+ Entries, 320+ Placements Across Editorial & Social, 40 stories featuring TUMS in headlines, 2.5+ Billion Earned Impressions, and 14.5+ Million Impressions across Draftkings platforms.

**Winner: Best Partnership, 2024 Digiday Awards
**Winner: Best Experiential Event, 2024 PR News Platinum Award
**Winner: Clio Sports Awards, Creative Effectiveness, Silver