Excedrin's "We See Your Pain" campaign effectively combined cultural awareness with consumer empathy, addressing real-life headache triggers through personalized marketing strategies. By acknowledging and visualizing the specific causes of headaches, Excedrin strengthened its brand identity as a relatable and understanding leader in headache relief.

Implementation
The campaign encompassed several key components:

• Custom Packaging: Excedrin released special-edition boxes labeled with contemporary headache causes, enhancing relatability and consumer engagement.

• TV + Digital: Utilizing insights from social listening, Excedrin developed visuals that mirrored consumers' descriptions of headaches, such as pounding waves and lightning storms, to create impactful 15-second ads.

• Direct Consumer Engagement: Excedrin distributed over 11,200 free custom-labeled samples through its website and handed out 2,300 samples of the "Commuter Edition" at New York's Penn Station, directly reaching consumers in headache-prone situations.

Impact
The campaign achieved significant consumer engagement:

• Rapid Sample Distribution: All online samples were claimed by 3 p.m. on launch day, indicating high consumer interest.

• Positive Reception: The in-person distribution at Penn Station received overwhelmingly positive feedback, demonstrating the campaign's resonance with the target audience.