TUMS Teams Up with DraftKings to Launch TUMS Fantasy Foodball Pool, Making Gameday Food Dreams a Reality

Marketing Campaign - TUMS has partnered with DraftKings to launch the TUMS Fantasy Foodball Pool, a free-to-play game where participants can win a share of $40,000 in cash prizes by selecting their top six food and drink choices from a menu of 36 items [1] - The campaign features food-related themes such as Tailgate Foods, Spicy Foods, Sweet Foods, and New Orleans Foods, aligning with the Big Game season [6] - TUMS has collaborated with former professional football champion Vince Wilfork, who shares his personal experience with heartburn relief and promotes the brand [2][3] Consumer Insights - A survey of 2,000 Americans revealed that 54% believe gameday food is crucial to the overall experience, with barbecue (34%), hot wings (33%), and seven-layer dip (24%) being the top three most popular foods [1] - 1 in 4 survey respondents cited heartburn as a potential outcome of enjoying gameday foods, and 1 in 3 hope their host has an antacid on hand [1] Product Promotion - TUMS Chewy Bites and Gummy Bites are highlighted as effective solutions for occasional heartburn, sour stomach, acid indigestion, and upset stomach relief [6][7] - The company emphasizes that TUMS is the 1 recommended antacid brand by doctors, pharmacists, and OBGYNs, and is America's 1 antacid with a variety of flavors and formats [7] Event Activation - TUMS will host an event in New Orleans during Big Game Weekend at Bourbon Heat on Feb 7, offering samples of TUMS Chewy Bites, exclusive merchandise, and giveaways, while also promoting the final round of the TUMS Fantasy Foodball Pool [4] Brand Collaboration - DraftKings and TUMS are continuing their successful partnership, leveraging the popularity of food during football watch parties to engage fans with a competitive and interactive experience [4]