For generations the pressing concern was about digestive issues. There were three elixirs advertised for every intestinal problem. But in this new age, in the hustle and bustle of the new world, the worry was one of a lack-of-rest.

The 1960s were going to be as busy as the 1950s. Alka-Seltzer was ready to cash in ... Alka-Seltzer was there for you, I mean.

Today, of course, it is marketed as relief of minor aches, pains, inflammation, fever, headache, heartburn, indigestion and hangovers. But if it bubbles you can say your product can do most anything.

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