With virtually no presence in the mass media, Populicom was avid to create a Puerto Rican niche for TUMS, the antacid. In order to present TUMS’ fast acting and fast relief for heartburn, we needed the product to embrace the core of the Puerto Rican diet, fried foods…with humor.
We seeded a virtual video and it spread like fire.
We created characters of Puerto Rican fritters and they invited followers to go to festivals and enjoy fried foods without regrets…just have TUMS at hand. The online interactions increase everyday.