A hangover cure? Alka-Seltzer seems to think so. They recently launched a campaign of print ads in Kazakhstan from agency BBDO that depicts various heavy machinery equipment (as seen in the first image above) and the "point" that you are at when you have had one too many pints of beer the night before. This is quite the diversion from "Plop, plop. Fizz, fizz." but it is effective all the same. I have to admit that I have never used Alka-Seltzer, but seeing this ad definitely makes me want to stock up before my next big weekend in Austin reliving the ol' college days.
After I saw this print ad in an article online, I went to the website to see if they were answering to this strategy in the US and sure enough, they are. The strategy however is a bit different and while they are still claiming Alka-Seltzer to be the hangover cure, they are also advertising a product called "Wake-Up Call!" that contains both aspirin and caffeine to help deliver hangover relief. The spot featured on the website is directed at men with a witty tone saying "eventually every man has a wake-up call, where what he did last night catches up with him." The product is shown in the second image above, and you can watch the spot online at Alka-Seltzer's website. This strategy is great for a product that has traditionally (yet probably secretly) used for upset stomachs that are not a result of a hangover. They have chosen to focus on appealing to a crowd of men for Wake-Up Call! although I don't think that they should discount us martini lovers from needing this product too. For a consumer base that has a need for a quick fix the morning after, this is a strategic approach to launch a product that might otherwise get lost in the pharmaceutical shuffle.
Whether you heard from your frat buddy in college or your Mom told you that Alka-Seltzer can cure anything this product can be a low risk, high reward to try. It is cost effective, and if it can relieve consumers of the awful feelings that result from a hangover, then it will surely live up to it's relief standards. Most pharma ads draw a fine line when it comes to their claims and what their product really offers consumers. These Alka-Seltzer and Wake-Up Call! products come with a lot of warnings (as they should) but in either of the ads that claim to be hangover cures they don't actually show anyone benefiting from the miracle drug. Which, doesn't make me believe that it works any less, but it might be more convincing to see a young 20 something bounce back from a rough night out. It is a "relief" to see a drug company that is taking their product and marketing it for the purpose that its consumers use it for. I am not suggesting that we start to market cold medicine along with directions on how to make meth, but you get the point. Clearly there are enough instances where Alka-Seltzer has "recovered" many individuals from a night of partying but it is one thing to acknowledge this an another to market to it. Alka-Seltzer isn't exactly a brand that young people think of to cure ailments that they may have, so it is a different market to target than what the regular varieties might normally hit. However, with the witty ads and brand name, it is safe to say that it will at least peak curiosity for those individuals who suffer one too many horrible mornings...
With Wake-Up Call!, Alka-Seltzer falls in line with the brands that understands the value of the utility of their product and they saw it has an opportunity to develop a product that speaks even more closely to the benefits that consumers are seeking. As the brand realized that their product was being used to cure hangovers, they recognized the need for a marketed product like this in the market. In turn, they scientifically developed Wake-Up Call! for this sole purpose. While the ingredients of the two products mirror each other closely, the packaging and strategy (for the most part) are different. Aside from the fact that Wake-Up Call! says "For After a Night Out" on the package, it is clear that this product server a very special purpose. The development of this product is clever and it provides consumers with the alliance of a respectable brand to help themselves feel better after too much partying. Alka-Seltzer listened to their consumers and reacted accordingly.
Can we hold them responsible for curing the dreaded hangover at last? Let's hope so...
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