Fatty foods, eating too fast, dining out on late night kebabs – all heartburn triggers that can quickly kill a night on the town. However, Gaviscon is looking to show how it has all bases covered thanks to its ‘Night Labs’ innovation hub in a fresh tongue-in-cheek campaign.
The brand is targeting millennials with a series of surreal, synth-heavy 80-inspired spots designed to show how it’s heartburn and indigestion relief can help the fun times roll on.
The creative, from Havas London, introduces us to the Night Labs team, who are charged with concocting a series of over-the-top solutions to combat heartburn. Innovations include: fat-free takeaway food-flavoured frozen yoghurt (available in flavours like chips and gravy and fried chicken); and fast-food patches (‘an entire meal in one tasty, adhesive sticker’).
In the end though, it becomes clear that investing in some Gaviscon might be a simpler, more effective solution.
The fun videos will run across paid social, marking a departure from the infomercial-esque ads associated with heartburn brands.
Gaviscon has also created a microsite which will host recipes, useful information and a competition in which participants can with their very own Night Labs Test Kit. This kit, inspired by the films, includes takeaway vouchers, anti-heartburn innovations such a wiggly straw and tiny knife and fork to slow down the pace of eating and, just in case those don’t work, vouchers for Gaviscon Double Action tablets.
Havas London was also responsible for last year’s D&AD-awarded launch of the ‘Go On’ brand platform and Gaviscon’s pH neutral street food activation – which was aimed at young adults.
Charlotte Schloesing, marketing director at Gaviscon owner RB said: “Our new Night Labs campaign reprises the ‘Go On’ brand platform, attitude and distinctive visual identity – geared specifically toward young adults – we debuted last year.
“It’s not just that this demographic tends to ignore symptoms of heartburn and indigestion and rarely embraces a serious solution, but also the fact that 75% of consumers remain loyal to their first form of treatment. We’re determined to show this younger audience that Gaviscon has them covered when heartburn and indigestion strike – enabling them to go on with their fun times.”