Florence Buchanan and Karen McIntyre creative directed the first cross-franchise campaign for Alka Seltzer
and Alka Seltzer Plus where they reintroduced the distinctive 1950s icon 'Speedy Alka Seltzer.' The target was
a younger male audience. The campaign consisted of tv:15s, print in Maxim, Playboy and Rolling Stone, pizza boxes, online games and The Great American Road Trip, a series of webfilms about food, drink and good times, featuring Rhett, Link and Speedy.
In addition, Alka Seltzer introduced a new product made specifically for hangovers called Wake-Up Call. It actually says "hangover" on the packaging, so naturally, the creative team seized the opportunity for humor.
Alka Seltzer Plus became the Official Cold Medicine of the US Ski Team, so of course Speedy co-starred in the
tv spots with star Olympic hopefuls, Lindsay Vonn and Billy Demong.