Men Roll the Dice to Win a Guys’ Getaway Courtesy of Alka-Seltzer®

20 Million Men Spend up to $12 Billion Annually on Guys-only Trips; Alka-Seltzer® Salutes the Need for “Guy Time” by offering Ultimate Getaway Weekend in The Living Large in Vegas Sweepstakes

Morristown, NJ, June 12, 2007 – Calling all guys: it’s time to round up your buddies, pack your bags and leave your responsibilities behind. From gambling in Las Vegas to golfing in Myrtle Beach, men’s desire to spend more time with their guy friends is driving an upswing in the planning of guys-only getaways. According to the Alka-Seltzer “Guys Will Be Guys” survey1, 42 percent of men aged 25-44 have been on an all-guys’ vacation, with Las Vegas ranked as the top destination. This summer, Alka-Seltzer–the anywhere, anytime total remedy for indigestion and headache–has entered into a sponsorship agreement with the Palms Casino Resort in Las Vegas, Nevada and is offering men around the country a chance to have the ultimate guys’ escape with The Alka-Seltzer Living Large in Vegas Sweepstakes.

From June through August, consumers will have the opportunity to enter The Alka-Seltzer Living Large in Vegas Sweepstakes by visiting www.AlkaSeltzerInVegas.com and entering their lucky lot code, found on Alka-Seltzer packages or available by mail. The grand prize winner and three friends will receive the ultimate guys’ getaway weekend courtesy of Alka-Seltzer, which includes round trip first-class airfare2, a weekend stay in the Palms Casino Resort’s “The Real World Suite,” 24 hours of limousine service and $2000 in cash. Additional instant prizes include $1000, $500 and $100 Visa Gift Cards; as well as gift certificates from Amazon, Sports Authority and iTunes.

More than 85% of men reported spending time with good friends as a primary benefit of getting away with the boys. While quality time with friends is a prime motivator, former president Bill Clinton and pro golfer Tiger Woods ranked highest among celebrities that guys would most enjoy having on their guys’ getaway. And whether it is the intent of these trips or not, half (50%) of men 21-55 tend to overdo it with food and drinks when hanging with the boys.

I’m in! ™(www.imin.com), a leading Web site that helps consumers plan gender-specific trips, estimates that 20 million men currently spend $10 to $12 billion annually on guys’ getaways. According to research conducted by I’m in! in partnership with Compete, Inc. an online market research firm, 65 percent of men who take these trips are setting aside time for more than one guys’ getaway per year.

“Given the increasing demands of work, family and other commitments, guys are finding less time in their every day lives to connect with old buddies; so the trend of guys-only vacations is on the rise,” said Josh Lesnick, CEO and founder of I’m in!. “Guys getaways are all about reconnecting, letting go and having fun. Part of that is enjoying indulgences, like that extra round of beer or a late-night plate of wings, which they may pass on when at home.”

Through its status as a sponsor of the Palms Casino Resort, Alka-Seltzer is proud to help guys live large in Las Vegas, the top destination for guys’ getaways. “We know that guys are indulging in good times–especially on vacation, and Alka-Seltzer is the perfect complement to a good time, helping you to feel yourself again,” said Jay Kolpon, vice president, marketing and new business, Bayer HealthCare’s Consumer Care Division.

“Our partnership with the Palms Casino Resort, as well as the sweepstakes, reinforces Alka-Seltzer as the perfect guys’ getaway accessory.”

About Alka -Seltzer

For fast relief of heartburn, acid indigestion and pain, turn to Alka-Seltzer, the fast acting relief that millions have relied on for more than 75 years. Only Alka-Seltzer has both an antacid and pain reliever strong enough to keep the good time going.3 Alka-Seltzer is available in a wide variety of formulas and flavors including original and lemon-lime, as well as Alka-Seltzer Extra Strength for the most powerful relief, Alka-Seltzer Heartburn Relief, Alka-Seltzer Morning Relief for hangover symptoms, Alka-Seltzer Gold for gentle relief, and Alka-Seltzer PM for nighttime pain relief. When you experience acid indigestion, sour stomach, heartburn, headache and pain, trust Alka-Seltzer for relief of your symptoms. When you need fast relief, take Alka-Seltzer.

ALKA-SELTZER® LIVING LARGE IN VEGAS SWEEPSTAKES ABBREVIATED RULES NO PURCHASE NECESSARY. PURCHASE WILL NOT IMPROVE CHANCES OF WINNING. INTERNET ACCESS/VALID EMAIL ACCOUNT NECESSARY. TV INTERNET ACCESS NOT VALID. Must be legal resident of 50 US/ DC at least 21. Void where prohibited. Obtain a Lot Code from Alka-Seltzer? Original, Extra Strength, Lemon-Lime, Gold, PM, Heartburn Relief and Morning Relief products To obtain one Lot Code while supplies last, mail hand-printed self-addressed, first-class stamped envelope to: The Alka-Seltzer Living Large in Vegas Sweepstakes–Codes c/o SoftCoin, 2000 Sierra Point Parkway, Ste 801, 9th floor, Brisbane, CA 94005 postmarked by 9/1/07 received by 9/7/07. VT residents omit return postage. Limit 1 request per stamped outer mailing envelope. Enter Codes at www.alkaseltzerinvegas.com by 9/21/07 at 11:59:59 p.m. PT. Sweepstakes Prize: trip for winner/3 guests for 2 nights to Las Vegas, NV. ARV $65,000. Odds depend on number of eligible entries received. Instant Win Prizes: (1) $1000 Visa Gift Card, (2) $500 ea. Visa Gift Cards, (10) $100 ea. Visa Gift Card, (190) $10ea. various on-line gift certificates. Instant Win odds depend on number of eligible participants; randomly selected winning times and time of particular plays. Subject to Official Rules and details at Web site. Sponsor: Bayer HealthCare LLC, Consumer Care Division, Morristown, NJ 07962.

1 The Alka-Seltzer “Guys Will Be Guys” survey was fielded by Opinion Research Corporation, May 9-15, 2007 among a sample of 600 adult males ages 21-55 using a random digit-dial omnibus methodology. The results are representative of, and projectible to, the U.S. adult male population aged 21-55. The margin of error is +/- 4% for the total sample.

2 If first class is an available option from major airport near winner’s residence. See Official Rules for full details.

3 Among leading brands.

Contact: Tricia McKernan
Bayer HealthCare
973.254.4993
Consumer Care Division
tricia.mckernan.b@bayer.com

Greg Dauphin
Ketchum
646.935.4158
greg.dauphin@ketchum.com