Through social listening, Excedrin found that people describe headaches with far more vivid imagery than other typical types of body pain.

From waves crashing to gears grinding, the campaign brings to life the otherwise invisible pain that headache sufferers describe and endure. The empathy and understanding the brand shows stands out in a category filled with claims on speed and efficacy.

Results: To date, the campaign has garnered 427 placements for a potential audience of 933MM (and counting!). And with the help of our talent, social media and OOH, our limited editions sold out on the first day , even capturing the attention of Reese Witherspoon!