Information
Viral mega-creator Airrack joins the brand for a playful campaign featuring trick shots, social sweepstakes and heartburn relief that's passable WARREN, N.J., Jan. 6, 2026 /PRNewswire/ -- One in four Big Game
Original sourceAI Summary
TUMS introduced the 'Burn Ball,' a unique football for heartburn relief during the Super Bowl. The brand has also partnered with YouTube influencer Airrack for a fun social media sweepstakes, encouraging fans to showcase their own creative way to pass the TUMS while watching the game.
Trading Thesis
The innovative marketing strategy around TUMS could positively influence HLN's stock due to increased brand awareness and sales.
Market-Moving
- The launch of Burn Ball could drive TUMS sales during Super Bowl season.
- Airrack's influence may attract younger consumers to TUMS products.
- 75% of football fans' unpreparedness highlights a strong sales opportunity.
- Social media engagement from the sweepstakes could boost brand visibility.
- Increased heartburn incidents during football season may elevate TUMS sales.
Key Facts
- Burn Ball contains TUMS Chewy Bites for heartburn relief.
- TUMS is partnering with Eric Decker, known as Airrack.
- Survey shows 25% of Big Game watchers experience heartburn.
- Sweepstakes runs from January 9–25, 2026.
- Grand prize for sweepstakes winners is $5,000.
Companies Mentioned
- Haleon (HLN): The promotional campaign may enhance HLN's brand image and sales.
- TUMS (N/A): The innovative approach could lead to increased market share in the antacid market.
Corporate Developments
The marketing campaign reflects a strong alignment with consumer engagement strategies, particularly within the health and wellness sector, catering to the upcoming Super Bowl festivities.
FAQ
Why Bullish?
Innovative marketing initiatives and strategic partnerships typically enhance brand visibility and sales, likely leading to positive price movement for HLN.
How important is it?
The article outlines a promotional campaign likely to increase sales, directly impacting investor sentiment and stock performance for HLN.
Why Short Term?
The immediate association with the Super Bowl creates a short-term sales boost; however, long-term effects will depend on sustained consumer engagement.
Viral mega-creator Airrack joins the brand for a playful campaign featuring trick shots, social sweepstakes and heartburn relief that's passable
WARREN, N.J., Jan. 6, 2026 /PRNewswire/ -- One in four Big Game watchers experience occasional heartburn from their favorite foods — and 75% of those fans are unprepared, without relief on hand*. This year, ahead of football's biggest showdown, TUMS is debuting the first-ever Burn Ball — a limited-edition, custom-designed football, specifically engineered to pass the TUMS and deliver fast-acting heartburn relief on game day!
The most aerodynamic TUMS case ever created, the Burn Ball is made to be passed, thrown and cracked open when heartburn strikes, revealing a bottle of TUMS Chewy Bites inside. Available for purchase in a limited run exclusively on TUMSshop.com, the Burn Ball is a must-have for any Big Game watch party.
To further rally party hosts, fans and foodies alike, TUMS has teamed up with mega-creator and YouTube star Eric Decker (@Airrack), known for his high-energy stunts, viral challenges and a fan base of more than 20 million. Together, TUMS and Eric are launching a social sweepstakes encouraging consumers to show off their creative trick passes and how they "Pass the TUMS" throughout playoff season and into the Big Game for a chance to win prizes.
Fans can take part in the #PassTheTUMS Sweepstakes** from January 9–25 by entering on Instagram, TikTok or YouTube Shorts:
- Instagram: Post a video showing how they "Pass the TUMS," include the hashtag #PassTheTUMSSweepstakes in the caption and follow @TUMSofficial.
- TikTok: Post a video showing how they "Pass the TUMS," include the hashtag #PassTheTUMSSweepstakes in both the caption and as on-screen text in the video and follow @TUMSofficial.
- YouTube Shorts: Post a video showing how they "Pass the TUMS" and include the hashtag #PassTheTUMSSweepstakes in the video caption.
Prizes include:
- Grand Prize: One winner will receive $5,000 for sharing their creative way to "Pass the TUMS."
- Additional Prizes: 50 winners will receive a $50 UberEats gift card. See Official Rules for details.
"I'm all about bringing people together through never-before-seen challenges that push the limits, and as a football and food fan, partnering with TUMS to inspire 'Pass the TUMS' was a perfect fit," said Decker. "Friends don't let friends put up with heartburn, especially ahead of and during the Big Game, so I'm stoked to see how everyone puts their spin on passing the TUMS."
For years, TUMS has delivered fast, powerful heartburn relief to football fans, ensuring they can love food back throughout the season. Across its range of formats, the brand continues to provide multi-symptom relief, including its latest innovations: TUMS Chewy Bites and Gummy Bites.
"We know so much about the Big Game revolves around food, and nothing ruins the excitement faster than heartburn," said Patricia Melo, Brand Director for TUMS. "That's why TUMS is here to deliver fast, powerful relief that keeps fans in the moment. Through our first-ever Burn Ball and Airrack-inspired sweepstakes, we're excited to share a completely new, uniquely TUMS way to help fans enjoy every game-day moment."
From sharing #PassTheTUMS trick passes on social to purchasing the limited-edition Burn Ball on TUMSshop.com (while supplies last), fans can join the fun and keep heartburn off the game-day menu.
For more information on TUMS and its range of products, follow @TUMSofficial on Instagram and TikTok or visit www.TUMS.com.
*Data from a survey conducted by Talker Research on behalf of TUMS from Dec. 5 to Dec. 10, 2024, with a sample of 2,000 Americans aged 21–43.
**NO PURCHASE NECESSARY. Legal residents of the 50 U.S. (D.C.) 21 years or older. Ends 1/25/26. See Official Rules for how to enter, how to enter Grand Prize drawing by mail, odds, prizes and all details. Void where prohibited.
About TUMS
TUMS Chewy Bites offer tasty and effective heartburn relief so you can savor the moment. They provide multi-symptom relief, including heartburn, sour stomach, acid indigestion relief, and upset stomach relief. TUMS Gummy Bites go to work in seconds* for occasional heartburn relief, plus feature a soft, easy-to-chew format and multi-benefit relief from occasional sour stomach, acid indigestion, and upset stomach. TUMS are the #1 recommended antacid brand by doctors, pharmacists and OBGYNs. TUMS is America's #1 antacid with a wide variety of flavors and formats that offer something for everyone.
*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.
About Haleon US
Haleon (NYSE:HLN) is a leading global consumer health company with a purpose to deliver better everyday health with humanity. Haleon's product portfolio spans six major categories: Oral Health, Pain Relief, Respiratory Health, Digestive Health, Therapeutic Skin Health, and Wellness. Built on trusted science, innovation, and deep human understanding, Haleon's U.S. brands include Abreva, Advil, Benefiber, Centrum, Emergen-C, Excedrin, Flonase, Gas-X, Nexium, Nicorette, Parodontax, Polident, Preparation H, Pronamel, Sensodyne, Robitussin, Theraflu, TUMS, Voltaren, and more. For more information on Haleon and its brands, please visit www.haleon.com or contact USMediaRelations@haleon.com.
About Eric Decker
Eric Decker, known online as Airrack, is one of the fastest-growing creators of the past few years, launching his channel in 2020 and quickly becoming a defining force in internet culture. With 17M+ YouTube subscribers and videos that routinely outperform major TV franchises, Airrack blends adventure, community, and cultural commentary into stories that spark global conversation. His channel now sits at the intersection of YouTube, Hollywood, and livestreaming—collaborating with the world's biggest names and shaping what Gen Z watches, wears, and talks about. In just a few years, he's built a creator brand that not only entertains millions, but actively influences trends across the internet.
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SOURCE TUMS