Campaign details

Brand: Excedrin
Lead Agency: Weber Shandwick
Region: North America


Headaches are personal and everyone's experiences with them are unique. But we also know some headaches are caused by universal experiences.

Through social listening and consumer surveys, we identified the source of universally headache-inducing moments, the kinds of moments we all can relate to. Instead of just talking about them, we found a brand-relevant way to bring them to consumers.

Enter Excedrin Limited Editions: Adulting. Bad Date. And Commuter.

Actual products branded to show that Excedrin doesn't just get headaches, it gets headache sufferers.

Target Audience

Consumers who suffer from headaches.

Creative Strategy

For the first time, Excedrin created Limited Editions available for consumers to order at By limiting availability to its owned property, we found a way to create excitement around the exclusivity, and to capture first party consumer data—setting the groundwork for future DTC activations, which is another untapped opportunity for the OTC category.