TUMS antacid packaging with a purple oval logo.

About 50% of people return to what they know will hurt.
Because some pleasures are worth the pain.

TUMS turns regret into permission, making the wild ride survivable so you can keep
going back for what sets you on fire.

A billboard on a brick building displays a person in a suit reaching towards the camera. Text on the billboard says, "The hotter they are, the worse they treat you," with a logo at the bottom that says "Tums" and a slogan "Love Hurts."

OOH

Advertisement for TUMS featuring two glasses of red wine on a wooden table with a person's arm and hand visible. The text says, 'Nothing MILD has ever changed your life.'
Three outdoor billboards at night displaying various messages and images. The first shows hands holding drinks with lime wedges, with text "Good behavior is for BORING people." The second depicts a messy bed with trash and the text "Everything's BETTER after 1:00 am." The third features two women in sunglasses and hoodies holding drinks, with text "Regret can WAIT until morning." All billboards include the TUMS logo.
A group of people gathered outside a brick building at night, with a poster on the wall showing a pizza and the text 'Nights like these DON’T end in salad.'
An outdoor billboard advertisement for TUMS antacid features a large slice of pepperoni pizza with melted cheese. To the right, text reads: 'Order like you've NEVER faced consequences.' The TUMS logo appears below the text. In the foreground, part of a Domino's pizza restaurant with its sign is visible.
Laptop screen displaying a YouTube video titled 'Adam Levine is saved by Tums* While Eating Spicy Wings | Hot Ones' with a man different from Adam Levine in profile, tattoos on neck and head shaved, in a black and white striped shirt, sitting in front of a black background with the Hot Ones logo.

TUMS X HOT ONES: AFTERBURN

Hot Ones adds a fiery bonus round where guests cool off with Tums while dishing on the spiciest round and the guilty-pleasure foods they love, even when they hurt.

A person dressed in a blue costume with a large headpiece featuring the text 'TUMS' is holding a microphone and talking to a young man wearing a Chicago Bears t-shirt at an outdoor event, with other people in the background.

SOCIAL — TUMMY T TAILGATES

Our mascot hits tailgates to ask fans the wild things they’d do for a win.

Raw, painfully honest confessions reveal the love-hurt side of sports fandom.

FESTIVAL VENDING

Pop-up vending machines at food festivals hand out Tums right where greasy eats and spicy taste tests hit hardest.

A close-up of a brown leather handbag with gold hardware, showcasing a tag or keychain attached to one of the handles that reads "TUMS" in white letters.

KEYCHAIN HOLDER

A sleek, portable keychain that keeps TUMS always within reach, no matter where your (mis)adventures take you.

ART: Jessica Gordon

COPY: Natalie Ball, Israel Zarate, Matthias Petersohn