Develop an idea for sampling Alka-Seltzer Boost in nightclubs and parties.

The product benefit: relieves those hangover discomforts from drinking and wild partying.

We started with party consequences. Partying hard gives us headaches, stomach-aches, weakness, and last but not least: regrets. We know Alka-Seltzer Boost attacks physical consequences, but what about those Facebook photos reminding you of what you - shamefully - did last night?That’s how we created the perfect complement, the 'Pixelator'.A device made with Fresnel lenses, distributed in such a way that generates a distortion effect, recreating the digital pixelation effect in real life.

4,500 Pixelators were delivered with an Alka-Seltzer Boost sample at nightclubs and parties. Assistants shared their own pictures and the idea on social networks. Plus, thousands of images of saved reputations.

Same amount of hangovers were eliminated.Up until now, Alka-Seltzer Boost has supported the Alka-Seltzer franchise with a 20% growth in sales, of which 16% corresponds to Alka-Seltzer Boost.Source: Sell Out Wal-Mart Mexico. (Wal-Mart represents 40% of Alka-Seltzer’s sales. December 3rd, 2011 – April 6th, 2012).