In the history of Alka-Seltzer brand and its product, which was originally developed by the Miles Laboratories, though later purchased by the Bayer Corporation, advertising and promotions have played indeed a crucial role. At first, Alka-Seltzer was only a small and unknown to consumers product. However, through creative and highly efficient advertising campaigns this brand was able to grow and develop into a strong business.
The beginning to the Alka-Seltzer advertising success was given by the Wells Rich Greene advertising agency and its founder Ms. Wells Lawrence. Ms. Wells Lawrence, who is a legend of the advertising industry of the 20th century and the first woman CEO of a company on the NYSE, gave Alka-Seltzer its first advertising impulse and provided that brand with a valid direction for its further development. This lady started her career in advertising back in 1951. Her first acquaintance with the Alka-Seltzer brand occurred when Ms. Wells Lawrence was working in the Jack Tinker & Partners advertising agency.
The "No matter what shape your stomach's in" Alka-Seltzer advertising campaign was created for that brand by Ms. Wells Lawrence in the year of 1964. This advertising campaign even won the 1964 Clio Award. However, later in 1966, she was able to found her own Wells Rich Greene advertising agency. During the first six months of work, Ms. Wells Lawrence was able to attain a tremendous business success and her billings and revenues mounted up to some thirty million dollars. Alka-Seltzer along with other famous brands, such as Philip Morris, Proctor and Gamble, American Motors, Ad Council/Deparment of Transportation's Campaign Against Drunk Driving, American General Corp., Bristol-Myers Squibb, Central Part Conservancy, remained to be among her prestige clients.
One of the advertising campaigns, which revolutionized all the further history of Alka-Seltzer brand's advertising and growth, was the "Plop, Plop, Fizz, Fizz", designed by the Wells Rich Greene advertising agency. The "Plop, Plop, Fizz, Fizz" advertising jingle attracted millions of consumers to the Alka-Seltzer brand and remained among the hit records on the Billboard charts for a long period of time. Furthermore, conducting this "Plop, Plop, Fizz, Fizz" advertising campaign, the Wells Rich Greene advertising agency managed to boost and actually double Alka-Seltzer sales. Instead of showing one Alka-Seltzer pill dissolving in the water, the "Plop, Plop, Fizz, Fizz" commercials showed two pills. It doubled the consumption of the Alka-Seltzer product and significantly boosted the company's sales.
Being the legend of the industry, Ms. Wells Lawrence stayed in advertising business for over sixty two years. Nonetheless, in the year of 1990 she sold her Wells Rich Greene advertising agency for one hundred and sixty million dollars and went out of business, though the company will remember what crucial role the agency played in the history of Alka-Seltzer brand development and business success.