Rolaids's Slogans & Taglines

Rolaids is an American over-the-counter antacid brand first introduced in 1954 by Warner-Lambert. Developed from a patented formulation by chemist Irvine W. Grote at the University of Tennessee at Chattanooga, the product combines calcium carbonate and magnesium hydroxide to deliver dual-action relief from heartburn, acid indigestion, and sour stomach. After decades as a top-selling gastrointestinal remedy, the brand was acquired by Pfizer through the Warner-Lambert merger in 2000, then sold to Johnson & Johnson’s McNeil unit in 2006. Production was halted in 2010 following contamination concerns, but in 2013 Chattem—a Sanofi subsidiary—acquired the global rights and relaunched the brand. Today Rolaids is available in chewable tablets and a liquid formulation, including Ultra Strength and assorted fruit and mint varieties, manufactured in Chattanooga, Tennessee.

Brand messaging has been anchored since the 1970s by one of advertising’s most memorable taglines: How Do You Spell Relief? R-O-L-A-I-D-S. This phonetic spelling mnemonic became deeply embedded in American popular culture, distinguishing the brand in the crowded antacid category and reinforcing its identity as a fast-acting, reliable remedy for digestive discomfort.