Digital Advertising

Excedrin offers a cure for #DebateHeadache – and maybe Twitter’s, too?

By Lisa Lacy | n/a

October 21, 2016 | 3 min read

Headache medicine Excedrin turned our collective lemons into lemonade Wednesday night during the third and final presidential debate.

That’s because social media analytics firm Talkwalker, which says it uses 1500 servers to process posts from 150 million websites every 15 minutes to measure public sentiment on social, found Excedrin’s sponsored hashtag, #DebateHeadache, trended with approximately 46,000 mentions during the debate. (By way of comparison, #DebateNight was used more than 3.5 million times, according to Talkwalker’s figures.)

“While some used it as a way to express the difficulty of the decision, much repurposing focused on disagreement with candidates or general frustration with debates,” Talkwalker said, pointing to tweets about frustration and relief as two in particular that generated traction for the brand.

Excedrin's #DebateHeadache resonated with American voters, generating 46,000 mentions during the final debate.

Excedrin's #DebateHeadache resonated with American voters, generating 46,000 mentions during the final debate.

What’s more, Talkwalker said mentions of Excedrin increased 3100% versus the previous day and 360% versus the previous week.

“I think particularly among the social media community, a lot of people are really voicing their election frustrations. It was very clever of Excedrin,” said Talkwalker CEO Todd Grossman. “They were able to see people…might be frustrated themselves - ‘Oh my god, this is giving me such a headache – I have to take some Excedrin.’ It’s interesting times for us…[with the] least popular candidates that are running and their sentiment isn’t so high on social…[and] I think Excedrin won the debates with…Twitter.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

In addition, Grossman said the firm didn’t observe many other consumer brands using #DebateNight to newsjack, making Excedrin's effort “a great shot of adrenaline for Twitter," noting, “I think going forward, we’ll see more consumer brands being clever in this area.”

Digital Advertising

More from Digital Advertising

View all


Industry insights

View all
Add your own content +