It’s 1978 and the Miles Laboratory, creators of Alka-Seltzer, have signed on international superstar Sammy Davis Jr. as the perfect spokesman for their “Party hard? Live fast? Get relief FAST!” promotional campaign aimed at the fast growing demographic of late 70’s swingers and drug addicted socialites. It is a time before AIDS and cocaine will cast their deadly shadows and Sammy Davis Jr. is considered a strong icon not only for this new middle class phenomena but also for the previous generation who had still longed for the Rat Pack days of Sammy, Dean, and Frank.
This campaign produced several television ads featuring Sammy singing new, hip takes on the clasic “Plop Plop Fizz Fizz” jingle (written by Tom Dawes, published by Twin Star Music) and was a success on all counts — hitting their target audience of hungover party-goers. One version which was termed the “Big Band Version” was geared towards the older generations while “Rock Version” was aimed at the excessive lifestyle generation.
However it all ended for Sammy in 1979 when the Bayer Corporation purchased Miles Laboratories and overhauled the brand and marketing strategy of Alka-Seltzer, signing on actor Bernie Kopell (Doc from ABC series The Love Boat) as their official spokesperson. The new campaign was geared away from the party and hangover crowd and more towards women ages 30–60 with severe digestive problems. Bayer Corp. is currently promoting a hangover remedy called Alka-Seltzer Morning Relief with rock vocalist Courtney Love as official spokesperson who will record the famous jingle yet again in both a Grunge Rock Version and Techno Version.