Word: alka
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Dates: during 1960-1969
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...this activity as the result of a king-sized headache of its own. Founded in 1884 by Elkhart Physician Franklin Miles, who started off with a liquid sedative known as Dr. Miles' Nervine, Miles remained a small company until the early 1930s, when it brought out Alka-Seltzer. Though archrival Bromo-Seltzer had already been marketing an effervescent powder for years, Alka-Seltzer soon moved ahead to become a dyspeptic nation's favorite (it now outsells Bromo-Seltzer 4 to 1). After packaging powdered coffee and lemon mix for K-rations during World War II, Miles Laboratories became...
...makers (50) than any other spot on earth. Elkhart also has a special relationship with - and dependence on - the upset stomachs, nervous headaches and run-down feelings of the nation. It is the home of Miles Laboratories, maker of two of the world's most popular household remedies, Alka-Seltzer and One-A-Day Brand vitamin capsules. The histories of Elkhart and Miles are so intertwined that even the town newspaper, the Elkhart Truth, got its start as a medical journal promoting Miles products...
Miles is even bringing change to its basic product, Alka-Seltzer-an efferescent antacid compound of aspirin, bicarb of soda, citric acid and mono-calcium phosphate. It has added to its traditional blue-labeled bottle handy tinfoil packs of Alka-Seltzer that can fit into pocket or purse, is test-marketing ginger-and citrus-flavored versions of the tablet. To convince people that they do not have to drink a gallon of water with Alka-Seltzer, the company is also suggesting in its ads that they adopt the habit of downing Alka-Seltzer "on the rocks," with only a touch...
...Compton has few habits that require the frequent use of his chief product. That does not seem to bother him. He has strongly moved Miles into clinical testing devices and other profitable fields -and he also collects interesting facts. One fact in his collection: the world is consuming Alka-Seltzer at the rate of 56 million tablets a week...
...isolated back country, Standard takes a different approach. "They don't know how to read and write," says Leuenroth. "But they know how to talk and listen." Standard sells Alka-Seltzer in the back country with simple commercials blared from 250-watt radio stations or where there is no radio, over loudspeakers set up in village squares. In towns so remote that they lack electricity, Standard stencils brand names on walls or uses airplanes to drop advertising leaflets wrapped around candy. It also uses simple cartoons with as little wording as possible...