The Super Bowl is as much about the food as it is the game, wings, pizza, nachos, and everything that inevitably leads to heartburn. Instead of interrupting the moment, TUMS leaned into it.
TumsWordy was a live, in-app game experience and sweepstakes designed to let fans play through the pain. While viewers indulged in Super Bowl snacks, they could jump into a fast-paced word game that challenged them to “beat the heat” in real time.

Timed to run during the Super Bowl, TumsWordy turned passive viewers into active participants, keeping TUMS top-of-mind at the exact moment heartburn strikes. By blending humor, gameplay, and cultural relevance, the campaign transformed a common discomfort into an entertaining, interactive brand moment, proving that when the heat is on, TUMS is ready.