THE IDEA

When it comes to heartburn – even after the acid has been treated – its partner, pepsin, continues to damage the esophagus. While all antacids treat acid, that is where most of them stop, leaving pepsin untreated.

For the launch of ENO Liquid, we needed to educate doctors about the dual nature of heartburn and how only ENO Liquid could treat them both. We used natural elements to create an easily understood metaphor for the problem: if you’re only treating acid and not pepsin, you’re only doing half the job.

The effectiveness of this campaign led doctors to highly endorse the brand, boosting conversion rates to exceed their projected goals. With this success, the pilot campaign was extended to the whole country.