The Alka-Seltzer Great American Road Trip

Background

Alka-Seltzer was viewed as an old, grandfatherly brand that seemed to have very little relevance for younger men. These were loyal to other antacid products like Pepto-Bismol and Tums, who had been building their brands over the last decade. Proximity needed to change how younger people perceived the Alka-Seltzer brand.