Alka-Font: we created an entirely new typography, inspired by the iconic Alka-Seltzer tablet, to rewrite the names of heavy foods and ingredients. We used this typography to communicate the product’s main benefit: it relieves the symptoms associated with heavy foods.

We partnered with 11 Sam’s Club stores throughout Puerto Rico to deploy our new typography on specially redesigned packaging/labels for tough to digest foods such as octopus, chorizo, pork and beans among other items. We also partnered with several local restaurants and food courts to rewrite the names of some of their most popular (and heaviest) dishes on placemats and food trays, placing Alka-Seltzer at the center of the dining experience. Both the in-store and restaurant activations were complimented by a month-long sampling effort that encouraged consumers to try the product for themselves in the most relevant possible context. Lastly, we offered hardcore typography lovers the ability to download the font for themselves on a specially designed website.

A remarkably simple campaign that transforms an iconic tablet into an entire typography, and highlights the product’s benefits in a memorable and visually striking way.

-Over 950,000 consumers impacted in less than a month.

-Over 150,000 samples given at the point of purchase.

-Reached 45.6% of target during the month-long campaign.

Alka-Font was a Direct Marketing campaign that targeted a specific population heavy meal consumers in places where food is either consumed or purchased. The campaign was sample-driven and designed to encourage consumers to engage with Alka-Seltzer one-on-one and experience the product’s benefits in a practical, real-world context: namely, supermarket aisles and restaurants.

Our primary target for this campaign were food lovers ages 21-49 who cook heavy meals at home at least 5 times a week and take great pride in indulging themselves and their loved ones. Around 70% (200 index) of this demographic consumes some form of heartburn medication at least once a month, and they are more likely to buy their goods from wholesalers such as Sam’s Club, and twice as likely to be heavy consumers of sit-down restaurants. According to Facebook Topic Data, there are 650,000 self-identified “cooking lovers” in this age range in Puerto Rico alone.

The strategy: to present the Alka-Seltzer tablet as the ultimate ally and enabler of heavy meal consumption. Alka-Seltzer enables heavy meal consumption because it alleviates the negative symptoms that often result from them.

Puerto Ricans love food. The island’s long culinary tradition is packed with delicious, indulgent dishes that are as heavy as they are tasty. With the rise of ‘foodie culture’ during the past 5 years, the love of deliciously heavy food has grown into a national obsession. But heavy food can lead to heartburn, stomachaches and indigestion. That’s what Alka-Seltzer is for: to relieve the symptoms of heavy meals and overindulgence. We wanted to develop a low-budget ($48,000), sample-driven campaign that could remind consumers of the product’s main benefit in the places where they need it most: supermarket aisles, restaurants and food courts.

Objectives:

-Impact 600,000 consumers both in-store and at restaurants.

-Encourage at least 50,000 in-store shoppers to sample the product.