For the first time ever, Bayer's Alka-Seltzer and Alka-Seltzer Plus have come together to launch a universal brand platform focusing on a key benefit that both products share: amazingly fast relief. 

 

Alka-Seltzer is used to treat gastrointestinal issues like heartburn, acid indigestion, and upset stomach with headache due to overindulgence in food and drink while Alka-Seltzer Plus is used to treat cough, cold, and flu-like symptoms. What they both have in common is that they work fast so consumers can go back to fully enjoying their lives.

 

The new, unifying platform is called ‘Skip to the Good Part’ and taps into the modern cultural norm of skipping past things we don’t want to experience—like using the skip button to surpass content we don’t want to consume online. When it comes to cold or stomach issues, we want immediate relief too, and that’s where Alka-Seltzer or Alka-Seltzer Plus can help to quickly skip past the discomfort and get to the good part of the day.

The campaign launched earlier this season with four comedic shorts, that shined a light on Alka-Seltzer’s fast relief of heartburn and upset stomach with headache due to overindulgence in food and drink and continues now with an Alka-Seltzer Plus-centric piece depicting fast cold relief. From making it onto the jumbotron at a ball game, to rallying for a big karaoke performance, or straight crushing it at the gym, each of the spots humorously depict the benefits of ‘Skipping to the Good Part.’ 

 

The work builds on Alka-Seltzer’s long-running ‘Oh What a Relief It Is!’ messaging while adding, ‘Skip to the Good Part,’ and features the round Alka-Seltzer pill/logo transforming into a recognisable fast-forward button, again nodding to today’s ‘skippable’ culture. All work was created with creative agency partner Energy BBDO.