Ah-ha! In a category where people genuinely suffer from heartburn, why do most competitors make fun of the issue? Gaviscon took issue with that.

Most heartburn advertising makes light of the symptoms or focuses on the foods that cause them. After speaking to heartburn sufferers and reviewing the category, instead, we took a ‘no nonsense’ approach, because heartburn pain is real, and so are the emotions people go through when suffering. We positioned the brand as a champion of ‘and’, rather than having to makes painful choices in life. And we brought that idea to life through the personal story of heartburn sufferer, a portrait of a man if you will.