For Mexicans, eating excessively is positive, according to a research by ATS. What we did was to associate this idea with Alka Seltzer as an ally of those good times. We planned to associate ourselves to the restaurants that are acknowledged by their abundant and spicy food, and thanking them in public for each of the dishes they prepared. ATS: Advertising Tracking Study, February of 2004.

With this campaign we made Alka Seltzer an ally when eating and drinking in excess. In 2003, Alka Seltzer had a TOM of 28% vs 30% of Pepto Bismol. In 2004, this campaign could turn things around, and so Alka Seltzer kept its 33.2% market share in volume, and 31.7% in value.