ALKA-SELTZER GUM
Alka-Seltzer, a brand owned by Bayer, is known globally for its effervescent tablets used to relieve heartburn, indigestion, and headaches. As part of Bayer’s extensive portfolio, it has become a trusted name in over-the-counter health solutions
THE PROBLEM
Bayer sought to expand its antacid product line by introducing a new, convenient gum format that delivered the same trusted relief as the existing Alka-Seltzer tablets. The challenge lay in effectively communicating this innovative format while preserving the multi-layered branding of Alka-Seltzer—a globally recognized name. Bayer needed to ensure that the new product fit seamlessly into the established brand identity while clearly conveying its unique benefits to consumers.
THE SOLUTION
To solve Bayer’s challenge of introducing the new Alka-Seltzer gum while maintaining brand consistency, we developed a concept inspired by a ‘super cool discovery.’ Drawing from the idea of a cold, frosty morning, we created a visual narrative where the frost on a window is wiped away to reveal the surprising new product. This metaphor symbolised both the familiar relief of Alka-Seltzer and the freshness of the new gum format. The concept effectively connected the product’s innovation with Alka-Seltzer’s established reputation, creating intrigue while staying true to the brand’s trusted identity.
PROJECT SCOPE
• Brand Positioning
• SUB-BRAND Logo
• Packaging Design
• Point of Sale
CLIENT: Bayer
AGENCY: Slice Design
