U.K Millennials suffer from heartburn just as much as their parents, but they don’t treat it.

And uniquely, their heartburn comes from greasy food on a big night out.

To show how Gaviscon could help, we needed to lose our image as a “dad’s” brand and talk about heartburn in way they could stomach.

With a new neon look, we changed the brand from day to night and served Gaviscon fast food to neutralise the heartburn. The campaign dramatically shifted millennial brand perception with 73% now more likely to buy Gaviscon. Positioning the medicine as an essential part of their next big night out.