TUMS Unveils Sweepstakes and Limited-Edition Burn Ball to Help Fans "Pass the TUMS" Ahead of Football's Big Game
Rhea-AI Summary
TUMS (HLN) launched a game-day promotion on Jan 6, 2026: a limited-edition Burn Ball (a football-shaped TUMS case) sold exclusively on TUMSshop.com and a social sweepstakes with creator Airrack to promote trick-pass videos and heartburn relief.
The #PassTheTUMSSweepstakes runs Jan 9–25, 2026, with a $5,000 grand prize and 50 additional $50 UberEats cards; entry via Instagram, TikTok, or YouTube Shorts. The Burn Ball opens to reveal a bottle of TUMS Chewy Bites. Campaign emphasizes fast-acting relief and ties to TUMS product formats.
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News Market Reaction 1 Alert
On the day this news was published, HLN gained 1.58%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers in Healthcare / Drug Manufacturers - Specialty & Generic showed mixed moves, with names like ZTS up 2.97% while others such as UTHR were down 1.46%, suggesting HLN’s 1.1% gain was more stock-specific than sector-driven.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 16 | Oral health program | Positive | +0.2% | University-led £2.6m oral health doctoral training with Haleon as industry partner. |
| Dec 12 | Brand recognition award | Positive | -0.7% | Fast Company Brands That Matter recognition highlighting Haleon’s consumer health portfolio. |
| Nov 24 | Health campaign partnership | Positive | -2.0% | Altibbi partnership for Healthy Saudi Smile oral-health awareness and access campaign. |
| Oct 08 | AI sales platform | Positive | +2.5% | Selection of Salesforce Life Sciences Cloud and Agentforce for global sales force. |
| Jul 29 | Sustainability initiative | Positive | +1.1% | Launch of Otrivin device using higher bio-based and circular material content. |
Recent news has typically driven modest single-day moves, with positive corporate and partnership updates sometimes met with small gains and occasionally mild declines.
Over the last six months, Haleon (HLN) has reported a series of brand- and strategy-focused developments. In Jul 2025, a sustainability milestone with Aptar’s bio-based nasal pump for Otrivin aligned with Haleon’s plastic-reduction goals. Subsequent updates in Sep–Oct 2025 highlighted share buybacks, AI-enabled sales engagement via Salesforce, and routine governance disclosures. Late-year news in Nov–Dec 2025 centered on oral health campaigns and brand recognition. This announcement continues that pattern of consumer-focused brand activation around key events like the Big Game.
Market Pulse Summary
This announcement highlights Haleon’s continued use of event-driven marketing, leveraging the Big Game and a social sweepstakes to spotlight the TUMS brand. It follows prior consumer-focused initiatives in oral health, sustainability, and digital engagement over the past six months. Investors may watch how such campaigns support brand visibility for TUMS and other products, alongside ongoing developments like share repurchases and technology-enabled sales efforts for longer-term impact.
AI-generated analysis. Not financial advice.
Viral mega-creator Airrack joins the brand for a playful campaign featuring trick shots, social sweepstakes and heartburn relief that's passable
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 - Additional Prizes: 50 winners will receive a
$50
"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
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,
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SOURCE TUMS
FAQ
What is the TUMS Burn Ball and where can I buy it (HLN)?
When does the #PassTheTUMSSweepstakes run and how do I enter (HLN)?
What prizes are offered in the TUMS sweepstakes (HLN)?
Who is partnering with TUMS for the Pass the TUMS campaign (HLN)?
Are there age or location limits to enter the TUMS sweepstakes (HLN)?
