Path to Purchase Institute

P2PI OmniShopper Award Winner: Tums, Nexium Defense Codes

The video outlines VML Commerce’s "Defense Codes" program, a joint effort with Halion to reposition heartburn relief—specifically Tums and Nexium—within Walmart’s college‑football shopping season. By framing prevention as a strategic, defensive play, the campaign aimed to shift heartburn products from reactive afterthoughts to proactive game‑day purchases. Key data revealed a stark contrast: while Tums enjoyed double‑digit growth, premium Nexium suffered a 13.7% quarterly decline, and only 9% of football‑related trips included heartburn relief despite 58% featuring indulgent foods. The team identified a cultural contradiction—fans eagerly plan offensive feasts but avoid defensive, preventive purchases—turning it into the campaign’s central insight. The execution leveraged football culture: digital ads, influencer "pep talks," and a gamified site where shoppers entered defensive player names to unlock $5 savings and a sweepstakes entry. Results exceeded benchmarks, generating 236,000 sweepstakes entries, a 1.5% click‑through rate at 59¢ CPC, and an average 3‑minute engagement time. Outcomes were significant: Nexium’s decline reversed, delivering a 5% overall portfolio sales lift—more than double the 2% target—while trip frequency rose to 9.2% and grocery leakage fell 3%. The case demonstrates how cultural relevance and precise timing can drive measurable retail growth.