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

BMW rolls out branded content

Three well-known Toronto-based personalities showcase X models

B.C. craft brewer asks consumers to thicken the plot

Central City Brewers + Distillers introduces character-based beers from "mythical world"

Ford goes ‘back to basics’

Car company helps bloggers escape from the daily grind with recent event series

Etsy formally files for IPO worth up to $100M

Nearly 20 million people made at least one purchase through the online retailer last year

Target Canada has some explaining to do

Vendors demand answers before the retailer closes up shop in Canada in May

Subway uses wifi for giveaway

Partnership with Turnstyle Solutions provides new customer reward system

McDonald’s to start serving antibiotic-free chicken

Announcement comes as fast-food giant struggles to shake junk-food image

Metro partners with Chatelaine on multi-platform campaign

Effort will promote Metro's local foods with an emphasis on seasonal produce