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

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.

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.

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

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.

America Online customers are upset because the company has decided to allow advertising in its chat rooms. I can see why: you got computer sex, you can download pornography, people are making dates with 10 year-olds. Hey, what's this? A Pepsi ad? They're ruining the integrity of the Internet!