Excedrin: Game Over for Headaches

Excedrin, a pain relief, launched a campaign in America to drive awareness and increase household penetration and consideration amongst 18-24-year-olds.

Campaign details

Brand: Excedrin by GSK Consumer HealthcareLead Agency: Weber Shandwick, NY (IPG)Region: North America

Strategy

Objective

Excedrin identified an opportunity to increase household penetration with a new, younger demographic by targeting an explosive-growth audience: gamers. This audience was suffering from headaches that were ultimately preventing them from doing what they love most—gaming—and presented an unmet need. As a 60-year-old brand, Excedrin set out to drive awareness among 18–24-year-olds, and consideration of Excedrin to treat gaming-related headaches.

Target Audience

In 2019, we discovered that 7.3 million 18-24-year-olds—or 26% of the entire age group in America—game...

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