Warner-Lambert Company: How Do You Spell Relief? campaign

Christine Miner Minderovic

Warner-Lambert, whose motto was "Making the World Feel Better," marketed Rolaids, an over-the-counter antacid that was first available in 1954.

Warner-Lambert Company: How Do You Spell Relief? campaign

Christine Miner Minderovic

Overview

Warner-Lambert, whose motto was "Making the World Feel Better," marketed Rolaids, an over-the-counter antacid that was first available in 1954. Rolaids was only one of several available antacids on the market, but its name and its campaign slogan—"How Do You Spell Relief?"—became a part of the American vernacular. The word "relief" was first used in Rolaids' advertising tag lines in 1975, when the campaign slogan was "R-O-L-A-I-D-S Spells Relief." Later ads used the tag lines "How do you spell relief? R-O-L-A-I-D-S" and "Relief—You know how to spell it."...

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