Attention, Flavortown: Sanofi US and Chattem, Inc. have announced that they are reintroducing their heartburn reliever Rolaids into the U.S. market and are bringing on human pinball machine Guy Fieri to help. There are several planned televisions spots with Fieri telling men to take do things like "roll out the Rolaids" at tailgate parties and family dinners.
Fieri follows in the footsteps of other culinary pharmashills like Paula Deen who landed and then lost a deal to peddle a diabetes drug and Spike Mendelsohn who, like Fieri, signed on to push heartburn relievers. Fieri, whose restaurants serve dishes slathered in donkey sauce and whose frozen food offerings include gut-busters like Old Skool Pepperoni Pizza Eggrolls, probably knows a thing or two about off the hook heartburn. Check out his promo spots below: