The Zantac brand was losing ground to much cheaper knock-offs. Consumers didn’t have an emotional connection to the name brand so they weren’t compelled to pay more to get it.
The "FEEL THE LOVE, NOT THE HEARTBURN" campaign depicted the joys of embracing the foods you love. A fresh approach for a category that typically shows fat guys overindulging then grabbing their bellies in pain. The campaign, now in its 7th year, has built the Zantac brand into a well-loved and respected category leader.
The "FEEL THE LOVE, NOT THE HEARTBURN" campaign brought fun and love to a category that had always been about pain and 'heartburn demos'. The campaign, now in its 7th year, has built the Zantac brand into a well-loved and respected category leader.
