Excedrin: Game over for headaches

Excedrin, the medicine brand, identified an opportunity to increase household penetration in the US.

Campaign Objective

As the head pain expert for more than 60 years, Excedrin is always listening to consumers to understand where and when they need relief. In doing so, we learned that sometimes the things they love, like gaming, are the root of their head pain. More than 70% of gamers say getting head pain while gaming adversely affects focus and performance, yet the majority (80%) of them play through the pain.

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...

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