Excedrin: Game Over for Headaches

Excedrin, a pain relief, launched a campaign in America to drive awareness and increase household penetration and consideration amongst 18-24-year-olds.

Campaign details

Brand: Excedrin by GSK Consumer Healthcare Lead Agency: Weber Shandwick, NY (IPG) Region: North America



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 th