Painkiller brand Excedrin has been a popular and staple feature of the OTC healthcare landscape in the US for over 50 years.
Previously only available in a handful of other countries, Excedrin needed an impactful, translatable idea to launch their migraine-specific product in new markets all over the world.
'No one understands migraine like another migraine sufferer.'
Building on the insight that migraines are often misunderstood or written off as 'just a headache', we set about creating an emotional campaign based on empathy, personal recommendations and a real understanding of the serious effects of migraines.
This idea was at the core of all assets created for this global branch launch including TVCs, online video content, print, POS, websites and digital display ads.
30" European TV spot
To help increase understanding of the seriousness of migraine, we asked a sufferer to document a week of her life with migraine, using Google Glass.
"Andrew joined the DDB Remedy global team working on Excedrin and as a client, I could immediately see the impact he made on the quality of the creatives that were developed both from an offline and online perspective.
However, I must say that what impressed me most with Andrew was the ability to quickly understand the core of the brand challenges, the strong strategic thinking and the courage to lead that he demonstrated while contributing to the global brand equity work.
These are rare quality for a creative person, which in my view is a sign of high potential. I would highly recommend Andrew to any creative agency."- Corinne Briaud
Global Brand Head, Excedrin
Novartis Consumer Health