Novartis has launched its over-the-counter (OTC) heartburn drug Prevacid 24HR across the US with the pharmaceutical company’s largest-ever advertising campaign.

Prevacid 24HR received US Food and Drug Administration approval in May and is the first OTC proton pump inhibitor for the treatment of frequent heartburn in its original formulation, the company said.

The $200m advertising campaign is aimed at tackling the fact that there are already a number of heartburn products on the market, including Procter & Gamble’s Prilosec OTC, according to the Wall Street Journal.

The drug is available in retail stores and pharmacies across the US.