CLIENT
GSK Consumer Healthcare
Sonal Modi , Brand Manager
Scott Yacovino, Senior Brand Manager
Marlon Romulus, Associate Brand Manager
Caryn Previdi, Director of Communications
Theresa Agnew, Area General Manager
Judy Berei, Global Brand Lead
Michael Duffy, Global Business Lead
Liv Wu, Brand Manager
Elizabeth Latoracca, Global Insights Director
Laura Boros, Senior Vice President Global Category
AGENCY
Sonal Modi , Brand Manager
Scott Yacovino, Senior Brand Manager
Marlon Romulus, Associate Brand Manager
Caryn Previdi, Director of Communications
Theresa Agnew, Area General Manager
Judy Berei, Global Brand Lead
Michael Duffy, Global Business Lead
Liv Wu, Brand Manager
Elizabeth Latoracca, Global Insights Director
Laura Boros, Senior Vice President Global Category
PHD
Ethan Bauley, Executive Vice President
Anisha Ahluwalia, Senior Vice President
Lara Clay, Senior Vice President
Jenna Young, Executive Creative Director
Pete Campisi, Executive Vice President
Amanda Long, Senior Vice President
Mike Bruno, Executive Vice President
Jenna Glynn, Account Director
Epsilon
Hogarth
Bhaya Nabis, Managing Director
SUMMARY
Rather than just talk about a migraine, Excedrin harnessed the power of 360° video to allow non-sufferers to experience a migraine’s visual and sound-related symptoms first-hand. This technology brought empathy and understanding to migraine sufferers – catering to the emotional side in a way no OTC brand has never done before. The efforts proved that Excedrin is equally committed to driving empathy and understanding as we are to bringing fantastic products to people. And this kind of empathetic storytelling paid off—boosting Excedrin’s brand purpose (+41%) and driving sales (+22%).
