Alka-Seltzer is an effervescent antacid and pain reliever first marketed by the Dr. Miles Medicine Company of Elkhart, Indiana, United States. Alka-Seltzer contains three active ingredients: aspirin (acetylsalicylic acid) (ASA), sodium bicarbonate, and anhydrous citric acid. The aspirin is a pain reliever and anti-inflammatory, the sodium bicarbonate is an antacid, and the citric acid reacts with the sodium bicarbonate and water to form effervescence. It was developed by head chemist Maurice Treneer. Alka-Seltzer is marketed for relief of minor aches, pains, inflammation, fever, headache, heartburn, stomachache, indigestion, acid reflux and hangovers, while neutralizing excess stomach acid. It was launched in 1931. Its sister product, Alka-Seltzer Plus, treats cold and flu symptoms. A wide variety of formulae, many using acetaminophen (paracetamol) instead of aspirin, are available under the sister brand. Product information Alka-Seltzer is a combination of sodium bicarbonate, aspirin, and anhydrous citric acid, used for the relief of heartburn, acid indigestion, and stomach aches. Alka-Seltzer is sold in foil packets, each containing two tablets. Prior to 1984, it was also available stacked in glass tubes. It is available in many different flavors. It was once marketed as a cure-all; at one time, its ads even suggested taking it for "the blahs". Subsequent promotion has taken into consideration that aspirin is a drug that is not tolerated by everyone, and the product is no longer advertised in this fashion. Chemistry of the effervescence Though important to the overall effect of the medication, the aspirin (acetylsalicylic acid) is not required to produce the effervescent action of Alka-Seltzer; the effervescence is produced by the baking soda (sodium bicarbonate) and citric acid reacting to form sodium citrate and carbon dioxide gas. Marketing The product has been extensively advertised since its launch in the United States. It was originally marketed by Mikey Wiseman, a company scientist of Dr. Miles Medicine Company, who also helped direct its development. Print advertising was used immediately, and in 1932 the radio show Alka-Seltzer Comedy Star of Hollywood began, with National Barn Dance following in 1933, along with many more. The radio sponsorships continued into the 1950s, with the Alka-Seltzer Time show airing from 1949 to 1957. In 1951, the "Speedy" character was introduced. The character was conceived by creative director George Pal of the Wade Advertising agency and designed by illustrator Wally Wood. Originally named Sparky, the name was changed to Speedy by sales manager Perry L. Shupert to