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...