Excedrin targets the headaches of commuters, daters and those ‘adulting’
Excedrin is a product made for headaches brought about by the stresses of daily life, states a new campaign and limited edition packaging for the pain reliever.
Excedrin's special edition packaging
The packaging leads the way, with three special versions of the pain reliever, including ‘Commuter Edition,’ ‘Bad Date Edition’ and ‘Adulting Edition,’ to bring relief where it’s needed most. These limited editions packages are available exclusively at Excedrin.com while supplies last.
“While the way headaches feel and impact people is very personal, there are some universal headache-inducing moments that many can relate to, be it bumper-to-bumper traffic during the daily commute, a bad date or simply navigating the woes of adulthood,” says Dr. Elizabeth Seng, a New York based clinical psychologist and Excedrin head pain expert. “Regardless of what your headache looks or feels like, we all share the same yearning for relief. I’m excited to help Excedrin in this important mission to deliver relief and empathy for headache sufferers.”
To help bring relief where it’s needed most, Excedrin is partnering with food expert, Antoni Porowski and fashion designer Tan France, to share their personal experience with headaches and discuss the impact they can have on daily life.
While all limited editions are available at Excedrin.com, the Commuter Edition was also available exclusively outside one of the busiest, and most headache-inducing hubs, New York Penn Station.
The Excedrin limited editions are an extension of ‘We See Your Pain’, a program designed to help unite head pain sufferers and unveil the often invisible pain they endure through creative visualizations.
By listening to consumer commentary on social media, Excedrin found that people describe headaches with far more vivid imagery than other typical types of body pain.
“People describe headaches with such vivid imagery – waves crashing, a wrecking ball, gears grinding,” says James Masterson, marketing director, Excedrin. “Through our We See Your Pain campaign, we hope to demonstrate a new kind of understanding and relief for head pain sufferers. We want headache sufferers to know we understand their pain, we know what causes it, and we’re here to help.”
That pain is highlighted in two new video spots. In one, a woman is seen, her face in pain as the visual of crashing, pounding waves echo throughout her head. The voice over states that Excedrin sees her pain and what’s possible without it, as the waves fade and the woman is able to rejoin the wedding party she is attending. The other takes a similar tack, with a lightning and thunder storm going on in another woman’s head. Both ads state that Excedrin focuses on headaches and that the extra strength version works fast to relieve pain.
See the spots and the new packaging by clicking on the Creative Works box below.
Content created with:
Weber Shandwick
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