Heartburn... an unavoidable sensation that happens the second you turn 25 ;). TUMS have made there way into pop culture and are something people in there late 20's are embrerassing by making it a part of their lifestyle (taking it to the club). We wanted to take away the dull pharma vibe and bring in the fun. With a focus on the "heartburn" that adulitng can cause we changed our social tone of voice to be more organic and unproduced.