Rolaids returns to Canada with LG2 campaign

Back on shelves and TV after three years with Canadian-made campaign

Back on shelves and TV after three years with Canadian-made campaign

After a three-year hiatus, Rolaids can once again be found in retail stores across the country. Sanofi Canada is re-introducing the antacid following the company’s acquisition of the brand last year, supported by a national campaign called “Don’t Let Heartburn Get in the Way.”

Following a string of recalls, the antacid had been unavailable in Canada until this week. While the brand had historically adapted its U.S. ads for the Canadian market, Sanofi approached LG2 – also the agency of record for its Gold Bond, IcyHot and Selsun Blue brands – to develop a Canadian campaign for the relaunch.

The new campaign includes two TV spots – “Dinner” and “Plumber” – running on specialty and conventional channels across the country, along with in-store promotion and a small digital buy. A social media campaign is set to launch in April.



The ads illustrate the idea that heartburn is so distracting, it blocks everything else out, but once you pop a Rolaids, things once again become clear.

According to Dave Legendre, account director at LG2, the agency wanted to move away from traditional antacid advertising depicting heartburn as a result of an unhealthy lifestyle.

“When we look at some of the competitors in this category, they’re very much into the over-indulgence, junk food, over-the-top humour. We tried to be a bit more straight-to-the-point and avoid that over-indulgence message. That’s not really what Rolaids is about.

“We’re really trying to define a different path for us and talk about advocacy and the fact that you can get relief effectively and fast,” Legendre said.


The agency is also employing experiential marketing with the help of the Toronto-based agency Smak. Samples of Rolaids will be handed out to baseballs fans attending an upcoming Blue Jay’s game at Montréal’s Olympic stadium.

Touché is handling the media buy for “Don’t let heartburn get in the way.” The campaign launched last week and will run until the end of the year.

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review