Alka-Seltzer - Marketing

Marketing

The product has been extensively advertised since its launch in the U.S. It was originally marketed by Mikey Wiseman, a company scientist of Dr. Miles Medicine Company, who also helped direct its development. Print advertising was utilized immediately, and in 1932 the radio show Alka-Seltzer Comedy Star of Hollywood began, with National Barn Dance following in 1933, along with many more. The radio sponsorships continued into the 1950s, ending with the Alka-Seltzer Time show.

Two years after its launch came the repeal of Prohibition in the US, and Alka-Seltzer became Miles' new flagship product, displacing Miles Nervine Tonic.

In 1951, the "Speedy" character was introduced. The character was originally conceived by Creative Director George Pal of the Wade Ad Agency and designed by illustrator Wally Wood. Originally named Sparky, the name was changed to Speedy by Sales Manager Perry L. Shupert to align with that year's promotional theme, "Speedy Relief." He appeared in over 200 TV commercials between 1954 and 1964. Speedy's body was one Alka-Seltzer tablet, while he wore another as a hat; he proclaimed Alka-Seltzer's virtues and sang the "Plop, plop, fizz, fizz" song in his high, squeaky voice (provided by veteran juvenile voice actor Dick Beals). In December 2010, Alka-Seltzer began a series of new commercials featuring Speedy, using CGI effects to recreate the stop-motion puppetry of the 1950s and 1960s, with Speedy voiced by Debi Derryberry.