Out with the old and in with a new way to treat heartburn!

Pepcid Complete was a great new heartburn solution, from the makers of Pepcid AC and Tylenol, designed to offer fast relief before or after a meal. 

COMPETITIVE SCENARIO: Building on Pepcid's popularity as a prescription acid reducer, J&J/Merck developed Pepcid AC as an OTC option. This too became a top-seller. Ten years later, J&J/Merck set forth to develop a product with an unbeatable competitive advantage and one that would redefine heartburn relief: Pepcid Complete, fast-acting like an antacid, and long-lasting like an acid reducer.

ASSIGNMENT: Launch Pepcid Complete in the US Hispanic Market.
OBJECTIVE: Redefine the way Latinos treat heartburn and indigestion.
TARGET: Hispanic Adults 35+

KEY INSIGHT: For Latinos, food traditions are an important way to preserve cultural identity. Frequently, traditional dishes are heavy or spicy. Acid controllers like Pepcid AC and Zantac require heartburn sufferers to take the product before eating to prevent dreaded reactions - but more often than not, Hispanics indulge, suffer the consequences, and address their discomfort later. The current "go-to" sources for immediate relief are Pepto-Bismol, Alka Seltzer and Tums. Although these products are known to provide quick relief, their effect is short-lived.

CREATIVE SOLUTION: Pepcid Complete is the "New Authority" on complete heartburn relief in just one single tablet. Sólo una vez y ¡Adiós a la Acidez! (Just one and the heartburn's done!)