The media environment is getting more fragmented, yet we still want to reach as many people as possible. To reach so many people in such a short amount of time was actually a good value for us.

We decided to ... reach as many people as possible by buying a Super Bowl spot. In our business, you want to reach a lot of people. This vehicle is unprecedented in how many people it reaches in a short amount of time. People tune in to watch the commercial. It's a whole different environment.

Alka-Seltzer has some of the most famous advertising of all time and the brand has withstood the test of time. This was a way to tap into the 75th anniversary. Tapping into the familiar, tried and true seemed a very natural place to go.

You do put pressure on yourself and your product because everybody is paying attention. Our challenge was to make a Super Bowl-worthy message.

We're very excited that we do have Super Bowl-worthy advertising for the pre-game.

Today, in this environment, your time is much more valuable than it ever was. That's universal. Do people have half a day to just scratch out and go play golf? Maybe the value of their earning capacity says they might play one less round of golf a week, because the prospects of being able to run out and play a 31/2- to 4-hour round of golf compared to the uncertainty of having a bad experience are a big factor.