Alka-Seltzer
In recent years indigestion and heartburn relief has gone high-tech. Suddenly simple bubbles and aspirin, the basis of Alka-Seltzer’s iconic effervescence, seemed small and ineffectual in comparison to its new competition. By reestablishing the brand as a source for relief from both physical distress and emotional stress, we created a niche in the category no one had capitalized on before.

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Using classic poster art style as a visual trigger, we positioned Alka-Seltzer as the ultimate relief for local, albeit fictional, food events of oversized proportions.