Don’t Be Boring: How Tums and Orchard Take Calculated Creative Risks

It might be considered controversial that Tums, a 90-year-old mainstay in the stodgy over-the-counter healthcare category, has made a first-time alliance with online betting service DraftKings for a campaign pegged to Super Bowl 58. But the executive who spearheaded the food-themed “Prop Bites” program said it “felt like the right connection” between two companies with…