1931 Alka-Seltzer is introduced into the market for relief of heartburn, acid indigestion, upset-stomach, headache, body aches and pains. Comic strip characters are used to advertise the product in serials on buses and subway cars.

1951 The famous baby-faced character Speedy Alka-Seltzer was born featuring an Alka-Seltzer tablet body with hat and “effervescent” wand. Originally known as Sparky, his name was changed by a sales manager to reflect that year’s promotional theme, “Speedy Relief.” The Speedy Alka-Seltzer character was created in 1951 with the original working model standing at just 6 inches tall.

1953 The first television commercial featuring Speedy was taped on March 16, 1953. He appeared in more than 200 commercials over a 10 year period from 1954-1964. Alka-Seltzer invested more than $8.5 million a year on Speedy, which was the largest investment of any single advertising campaign in that era. In all commercials the voice of Speedy was provided by radio actor Dick Beals.

1954 The most famous commercial jingle sung by speedy Alka-Seltzer aired: “Down, down, down the stomach through Round, round, round the system too, With Alka-Seltzer you’re sure to say, Relief is just a swallow away.”

1964 Speedy Alka-Seltzer is retired.

1969 “Mama mia, that’s a spicy meatball,” ad campaign was introduced.

1972 The original “I can’t believe I ate the whole thing” ad airs. This phrase became one of Newsweek magazine’s 10 most memorable lines of the decade.

1974 Alka-Seltzer Gold is introduced for aspirin-free relief of indigestion.

1979 “Plop, plop, fizz, fizz. Oh, what a relief it is” was introduced. The jingle became one of the most recognized in commercial history.

1980 Sammy Davis Jr. starred in three ads for Alka-Seltzer along with Speedy who made a limited return for the Winter Olympics.

1984 Alka-Seltzer was previously used to be in available in glass tubes, which were discontinued to reduce costs and eliminate breakage problems.

1987 Alka-Seltzer Extra Strength is created for extra strength relief of indigestion and pain.

1998 Alka-Seltzer signed on America’s No. 1 husband and wife political pundits – James Carville and Mary Matalin – to tout relief during this heightened time of political heartburn. This marked the first time Alka-Seltzer used celebrities in its ads since 1980. During this year, Alka-Seltzer aired its 100th TV ad campaign and also developed Alka-Seltzer PM to relieve pain and sleeplessness.

2000 Alka-Seltzer Heartburn is brought into the market as an aspirin-free formula that relieves even your worst heartburn.

2001 Alka-Seltzer Morning Relief is introduced for sufferers of aches and pains associated with a hangover.

2005 Alka-Seltzer paid tribute to one of its most famous ads of all time with a remake of “I can’t believe I ate the whole thing” starring Doris Roberts and Peter Boyle from Everybody Loves Raymond.

2006 Alka-Seltzer celebrates its 75th Anniversary.