Chemistry of the effervescence
Though important to the overall effect of the medication, the aspirin (acetylsalicylic acid) is not required to produce the effervescent action of Alka-Seltzer; the effervescence is produced by the baking soda (sodium bicarbonate) and citric acid reacting to form sodium citrate and carbon dioxide gas. Marketing
The product has been extensively advertised since its launch in the United States. It was originally marketed by Mikey Wiseman, a company scientist of Dr. Miles Medicine Company, who also helped direct its development. Print advertising was used 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, with the Alka-Seltzer Time show airing from 1949 to 1957. In 1951, the "Speedy" character was introduced. The character was conceived by creative director George Pal of the Wade Advertising 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 years promotional theme, "Speedy Relief." Speedy appeared in over 200 TV commercials between 1954 and 1964. His body was one Alka-Seltzer tablet, while he wore another as a hat. Buster Keaton appeared along with the animated Speedy Alka-Seltzer figure in a series of 1950s commercials based on the product slogan, "Relief is just a swallow away." Speedy Alka-Seltzer was voiced by Dick Beals. Speedy was revived for a "Plop, plop, fizz, fizz" song spot in 1976.
Just when he has recovered his well-being, he hears her misreading recipes for dinner the next night: "Marshmallowed meatballs," "medium salad snails," and "pouched (actually poached) oysters". He returns to the bathroom for more Alka-Seltzer. The catchphrase, Howie Cohen told the Los Angeles Times, was inspired when he ate too much of the food at a London commercial shoot because "I am a nice Jewish kid from the Bronx, so I ate everything," and when he told his wife "I cant believe I ate the whole thing", she said, "Theres your next Alka-Seltzer commercial. "A 1971 commercial featured another catch-phrase from Cohen (along with Bob Pasqualina), "Try it, youll like it!" It was remade with Kathy Griffin in 2006. In 1972, an actor (Milt Moss) spent the commercial moaning, "I cant believe I ate that who-o-o-o-o-ole thing," while his wife (Lynn Whinic) made sarcastic comments and finally advised him to take some Alka-Seltzer. In 2005, this ad was also remade, featuring Peter Boyle and Doris Roberts from the 1996–2005 TV sitcom Everybody Loves Raymond.Sammy Davis, Jr. recorded two versions of the "Plop Plop Fizz Fizz" jingle in 1978, one of which (the "big band" version) was featured on a television commercial. Both the big band and rock versions had additional lyrics (with at least one verse unique to each song) written by Tom Dawes, former lead singer of The Cyrkle who wrote the original jingle.