Aussie antacid brand Quick-Eze has rolled out a new campaign platform, ‘Pop it when heartburn hits’.
This positions the product as a simple, everyday tool for busy Australians who want to enjoy their favourite foods without thinking twice.
Created in collaboration with Ogilvy and running across OLV, BVOD, OOH and social, the campaign aims to modernise the category and break the stigma around heartburn and indigestion.
Reframing heartburn for the next gen
Ogilvy Group Creative Director Andrew Hankin said the work challenges the assumption that digestive discomfort is mainly a problem for older consumers.
“Nearly half of Millennials and Gen Z experience heartburn – however, most treat their heartburn in one of two ways. Suffer through it or avoid the foods they love that trigger heartburn. But why suffer, when there is an Eze-y fix? If you feel it, fix it. In this campaign, we dramatised how easy it is with a Quick-Eze simply available in your pocket… just Pop it when heartburn hits,” he said.
The creative introduces the idea of “heartburn delirium”, using bold, humorous visuals to show how disorienting heartburn can feel while establishing Quick-Eze as the fast, accessible solution.
A vibrant Mexican theme, quirky moments and an earworm soundtrack are designed to deliver strong engagement and recall.
“We aim to drive high engagement and recall, by showing Quick-Eze as relevant, relatable and available in the right moments,” Hankin added.
Nestlé approves the refreshed positioning
Nestlé Head of Marketing, Confectionery and Medicated Shannon Wright said the new platform reflects Quick-Eze’s longstanding place in Australian households, while shifting the conversation toward simplicity and immediacy.
“Quick-Eze has always been a trusted solution for Aussies to treat heartburn, but this new creative platform demonstrates how easy it is to tackle heartburn when Quick-Eze is in your corner!” Wright said.
The campaign is now live across digital video, out-of-home and social formats.