Fizz from the Past.

"We'll never build brands the same way again," I've been saying. Considering seizmic changes in media consumption and the impact of the build-it-and-they-might-click internet, it looks like I could be right. Introducing new brands, or even reenergizing old ones has become a herculean task: affecting breakthrough in the current environment is nearly impossible considering limited consumer bandwidth and unprecidented message clutter.

Between DVR's, on-demand viewing and decline in convention media usage, especially among the power-demo of women 25-49, there's hardly enough money or creativity to penetrate those busy, crowded craniums. So what's an ad person to do? In some cases, it appears, use nostalgia to access what's already there, buried in the deep recesses of brand memory.

To that end, re-enter Speedy, the cute little Alka-Seltzer boy we (old baby boomer gits) remember from childhood -- long before we actually needed antacid.

I was so pleased to see the funny little fellow complete with tablet body and magic "fizzy" wand starring in a recent commercial.  Intrigued, I rushed to the internet to see how fully Bayer had committed to his return.

Sure enough, in the "games" section of the Alka-Seltzer website, (boy, nothing says "fun" like games on a pharmaceutical website,) I could play with Speedy. (Speedy is also my new Facebook friend.) Commercials highlight him (and a vintage Alka-Seltzer jingle) to complete the flashback.

And while it seems logical why Bayer would choose to bring back Speedy, (originally created for Miles Labs in 1951 by Watkins and Tenant from Chicago's Wade Advertising) it's curious in this atmosphere of clinically proven, scientifically advanced, Dr.-recommended over-the-counter medications that a funny little icon could communicate the clinical gravitas we seem to need in order to feel confident about a drug choice.

Truth is, the Alka-Seltzer brand has historically been positioned with humor. After savvier, suaver thinkers ditched Speedy in the mid 60's,  Roy Grace's "That's a spicy-meatball!" and the iconic "Plop, plop, fizz fizz, oh what a relief it is?" jingle (sung by no less than Sammy Davis Jr. and his big band in one rendition,) became some of America's most fondly remembered campaigns.  Alka-Seltzer advertising, among the best and most effective advertising ever was brave and breakthrough in its time, especially noted for the creative confidence and differentiating look, sound and tone of voice that Miles Laboratories allowed its agencies to create. And Miles chose the best agencies, Doyle, Dane Bernbach, and Wells, Rich and Greene, both celebrated as some of the best (and riskiest) minds in advertising's golden age.

But back to the future, rather than hitch out over the gunnals with a breakthrough campaign for a new age, Alka-Seltzer's masters revert to little Speedy, the "tired gimmick" eschewed by the likes of Bill Bernbach and Mary Wells. Why go back so far?  Is it because there's no place, save maybe the Superbowl or American Idol to achieve the sort of audience numbers worth building a breakthrough television campaign for? Is it because all of advertising has fallen into the thrall of social media? (It's hard to build a fan page for an antacid tablet, no matter how fizzy,) or does Bayer have its sites set on merchandizing? (I can see it now, Speedy iphone cases .)

I suppose the truth is this: testing among key baby-boomer demos indicated a high level of recognizability and favorability for Speedy. A character owned and controlled by the brand. Bring him back, test the residual power of the character. Leverage him across new and conventional media. Not that risky, certainly nothing new, but well, they made The Little Fockers (and Godfather III) for the same reasons. Plop, Plop.

 

 

 

Comments

[Anjali Hood]

Plop, plop indeed. I have really enjoyed reading your thoughts on the Alka-Seltzer brand, and how they've recently uninterred (just saw this word used for the first the the other day) little Speedy.

What I find very strange is that they have decided to introduce him with some sort of parody on the deaf known as 'Said/Heard Mishaps,' where people are invited to share funny stories about miscommunications - mental indigestion, perhaps?

I've taken the liberty of linking to this article from the contest page on my website. Do take a peek - the contest is only open to US residents. Click on "For some useful history on Speedy, have a look at this article."

If you're not happy about the link, please let me know, and I'll remove it.

http://prizedo.com/alka-seltzer-saidheard-mishaps-contest/

[ny acting coaches]

I have really enjoyed reading your thoughts on the Alka-Seltzer brand, and how they've recently uninterred (just saw this word used for the first the the other day) little Speedy.

[medical accident compensation]

Very nice post. Your thoughts are amazing.

[Lori Miller]

Great insights and great read.

[drupal website developers]

Wow.Wonderful blog posting.I enjoyed when i was reading you blog since you posted amazing information about your thoughts .It really motivates others to read your blogs.

[Carol]

Very nice post. I do agree that the alka-seltzer brand has always been tickling my funny bone.

[Hotels Spain]

The only way in which to cure a bad hangover is by consuming one of these little babies called Alka-Seltzer. After a mad night on holiday this is the only cure to get rid of the bad head and cure the stomach lol .

[GuidoLangenhagen]

Very interesting posts. I'll check back again

[Oliver]

Alka Seltza is the best. I had a couple this morning after waking up with a raging hang over. It was cured within about 5 minutes of taking it whoop whoop, how would I go on without these little tablets.