Lawrence's agency, Wells Rich Greene, created some of the most memorable commercials, including "Plop-plop, fizz-fizz" (for Alka-Seltzer).

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Alka-Seltzer's acclaimed 1969 "Spicy Meatball" commercial didn't put much fizz in sales.

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Over the years he has taken cases involving penile implants, Vioxx, drug-coated stents, breast implants, fen-phen, pollution-spewing fertilizer plants, an Alka-Seltzer ingredient and hog farms.

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Much like those who manage Mr. Speedy, the Alka-Seltzer man, Tony the Tiger or Colonel Sanders, those representing former living brand icons know how, where and why they should make their star appearances.

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But the new system makes rookies earn their keep (as they should), and means a lot less Alka-Seltzer for executives who in the past risked their careers by investing millions in eventual flops.

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