Plop plop fizz fizz, oh what a relief it is
"...Alka-Seltzer had become the symbol of people who drank too much and ate too much, it had become the unforgivable symbol of a slob, a hangover cure. It was so déclassé to be seen taking Alka-Seltzer that people sneaked into their bathrooms to take it," Lawrence assessed of Alka-Seltzer when the job first came to Jack Tinker & Partners. Lawrence and the creative team changed it from an older slob's heartburn cure to "You're nobody if you don't take Alka-Seltzer." A breakthrough happened when Dorothy Carter, a doctor, informed the team that two aspirin work better at curing pain, and with one of the ingredients being aspirin, two Alka-Seltzers work better than one. With that information, plop plop fizz fizz came alive and packages containing two tablets instead of one were created and distributed in magazine stands, bars, fast-food restaurants, etc. Alka-Seltzer was selling twice a much.