In the ‘60s, Alka-Seltzer was an iconic brand that was very much part of the cultural zeitgeist.Famous for heartburn and acid indigestion relief, it also developed a cult following as a hangover remedy. Nearly 60 years later, the brand had fallen out of favor with consumers, especially younger generations. While the brand tried to capitalize on its equity in the hangover space through innovation, past launches proved unsuccessful.

With a need to win with the next generation and a natural opportunity in the hangover relief category, the brand launched Alka-Seltzer Hangover Relief. For this new product to be successful, we needed to get the next generation of party-goers to forgo the soda and greasy burger, electrolyte drinks, and thousands of other so-called “hangover cures,” and choose Alka-Seltzer Hangover Relief instead.

​We all know how miserable checking out of a hotel can be when you’re hungover. Checkout time always comes too early before you’re able to fully recover. That’s why Alka-Seltzer has partnered with the Hotel Valley Ho in Scottsdale, Arizona to provide spring breakers with the ultimate hangover cure that many desperately need: The Hangover Late Checkout.

The Hangover Late Checkout experience included a later checkout time specifically tailored to the severity of a hangover, a breakfast menu designed to aid in recovery, an in-room spa experience with custom robes and face masks, and, of course, plenty of Alka-Seltzer Hangover Relief. There was no rushing to pack up and check out before being recovered. Instead, the guests enjoyed a few extra hours of much-needed rest and relaxation.​