• by Les Luchter , 6 hours ago

 Comedian/actor Cedric the Entertainer is both a barbecue entrepreneur and a self-professed frequent heartburn sufferer.

So he’s partnered with Prilosec OTC for the Procter & Gamble brand’s new marketing campaign.

“Just one pill a day blocks heartburn before it starts,” Cedric declares as he grills up a feast in a :30 TV spot, “unlike my friend here popping antacids all day,” as he swipes away a bottle held by one of his backyard guests. “Prilosec OTC takes care of my heartburn like I’m about to take care of this plate.”

The campaign, running at least until the end of P&G’s fiscal year on June 20, is targeted at frequent heartburn sufferers 45 and older.

While Prilosec OTC brags about being “the #1 frequent heartburn medication” since its launch in 2003, Senior Brand Manager Elyse Gross tells Marketing Daily that “we are committed to bringing the fun back to Prilosec OTC by investing in the brand and reigniting excitement.” The campaign’s goal, Gross says, is to “communicate to consumers that Prilosec OTC allows you to live in the moment and enjoy the good times.”

Success/effectiveness of the campaign “will be measured through growth of total brand, household penetration, and increased purchase size and repeat purchase indicating proactive heartburn treatment,” she says.

Prilosec OTC was the first over-the-counter PPI (proton pump inhibitor) to come on the market. Competitors now include Haleon’s Nexium and Perrigo’s Prevacid.

Gross says that the Cedric TV spot, which debuted Oct, 23, is running during broadcast network news shows; on cable networks like CNN, MSNBC, Fox News, AMC, Bravo, Food, Golf, Hallmark, HGTV, ION, Lifetime and Syfi; streaming services like BET, Hulu, Paramount+, Peacock, Roku, Tubi; and daytime shows like CBS’ “Beyond the Gates” and ABC’s “General Hospital” and “Good Morning America.” It also includes online video. digital and social, such as this Instagram video.

Cedric and fellow comedian Anthony Anderson launched AC Barbecue with a line of sauces and rubs in 2023 before opening a Los Angeles area restaurant this past May. That same month, the two also debuted in an ad campaign for Arby’s, in which they plugged their own sauces as well.

“People who suffer from frequent heartburn can feel like they’re missing out on life’s best moments, so we knew we needed a brand spokesperson who could show them that life doesn’t stop with the burn,” said Prilosec OTC Brand Director Darol Cueba-Jones in a statement.

To kick off the new campaign. Prilosec OTC launched an “Epic BBQ Sweepstakes” on its website, with the winner getting a three-night trip for two valued at $4,000 to a choice of Memphis, Austin or Kansas City (Kansas). The two-week-long promotion ends Oct. 27.