GSK Consumer Healthcare, Excedrin: The Debate Headache

Excedrin, a headache relief brand, used PR to deliver bipartisan relief during the 2016 US presidential election.

Campaign details

Advertiser: GSK Consumer Healthcare, ExcedrinAgency: Weber Shandwick

Situation analysis

The 2016 U.S. presidential election was perhaps one of the most talked about in recent history, causing real and widespread implications for millions of Americans, as well as for people around the world. No matter their political party, beliefs or loyalties, Americans told Excedrin that this election was the single biggest headache of the year. Through social listening and proprietary research, Excedrin identified a unique opportunity to deliver truly bipartisan relief during the third and final U.S. presidential election. We called it #DebateHeadache.

Research and insights...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands