Reckitt Benckiser is targeting commuters with its first ad campaign for new brand Gaviscon Liquid Sachets.

The activity, which kicks off next week, will include TV, radio and advertising in the London Underground. It has been designed to highlight the convenience of the product, which launched in February.

The ad features a character called Fireman Gav, who is suffering from heartburn until he finds relief from Gaviscon Liquid Sachets.