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.

Idea

How do you take an old stomach relief brand that people associate with their grandfathers, and turn it into something that seems cool to 25-year-old men? You find out where they play (online), what they love (food and road trips) and then put it all together into The Alka-Seltzer Great American Road Trip. 21 videos were posted on a YouTube channel and the brand’s website, allowing users to follow Rhett and Link and ‘Speedy Alka-Seltzer’ as they crossed the country in a wild and wacky search for food, drink and good times.

Their stops included spicy chilli championships, bizarre buffets, southern BBQ festivals, eclectic NYC food vendors, a trip through time in Washington, D.C. and much more. The Alka-Seltzer Great American Road Trip website experience (at www.speedysroadtrip.com) included videos, interactive road maps, city guides, information about ‘The Speedymobile’, downloadable bumper stickers, and a tell-a-friend option."

Results

Brand awareness skyrocketed amongst the younger target audience, with the Alka-Seltzer Great American Road Trip webisode series receiving well over one million total views on YouTube.

Target audience

25 to 35-year-old males who enjoy going out to eat and drink with their friends. They also happen to spend a significant amount of time on the web.

Our Thoughts

I became a Rhett and Link fan when I stumbled across their Facebook song (on YouTube) and this idea gets them to sing – and eat - their way across America. The BBQ song has a certain je ne sais quoi about it and no doubt the Alka Seltzer came in handy in Chicago. See the sausage-gazebo and be afraid. Okay, it’s a shameless use of minor celebrities but it’s also great fun, informative with its city guides if you want that sort of thing, and there are some great harmonies. Really good.