Procter & Gamble is launching new advertising creative for antacid Pepto Bismol which emphasizes the coating qualities of the product.

The last television spot featured a rose being dipped in the thick, pink liquid before being immersed in a fluid akin to stomach acid. This time, p&g has taken the theme even further.

‘The last campaign showed how Pepto Bismol coats your stomach,’ says Janice Mandel, public affairs manager at p&g. ‘This one associates it with the everyday foods we eat that can cause stomach upset.’

Toronto-based ad agency Leo Burnett developed the creative which features a variety of foods that become coated in pink. The tag line reads: ‘Lets you stomach it.’

‘We wanted to continue the focus on the pink color of the product,’ explains Mandel.

Procter & Gamble is running a national tv campaign as well as outdoor advertising in Toronto and Hamilton.

The new creative comes in the wake of a recent ruling allowing H2 blockers, or acid blockers, to move over-the-counter in Canada.

Lower dosages of the products, which are used as anti-ulcer drugs, can help prevent heartburn and acid indigestion.

H2 blockers will compete directly with the otc antacids and are expected to have quite an impact on the $100-million category.