Few people don’t recognize this campaign. Although it has now retreated into a glorious past, it had a huge impact on Australians and a remarkably enduring life. Spanning two decades (almost unheard of in contemporary advertising) it is still one of the most successful campaigns and perhaps the most successful healthcare campaign that Australia has seen.

And it gave sales the kind of long-term effervescence marketing directors dream of.

It was a massive hit predicated on a simple, memorable, entertaining message that charmed its way into the lives of millions of Australians.

It employed wry, knockabout Australian humour to reposition a fizzy vitamin pill with less than inspiring sales into a hangover cure with intoxicating growth.