GSK Consumer Healthcare, Excedrin: The Debate Headache

Excedrin, an OTC headache medicine, used the headache of the 2016 general election to get involved in the cultural conversation on social media and increase relevance.

Campaign details

Brand: ExcedrinLead agency: Weber ShandwickRegion: North America

Objectives

The 2016 U.S. presidential election was perhaps one of the most talked about elections in recent history, causing real and wide-spread implications for millions of Americans, as well as for people around the world. It was a time when we saw metaphorical headaches turn into real headaches. Upon recognizing this shift, only Excedrin – the leader in headache relief – could tell this real-life election headache story. We utilized Twitter to bring massive attention to this cultural phenomenon, while bringing people together and providing actual...

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