Excedrin (GlaxoSmithKline)

Weber Shandwick *Lead Agency

Sarah Constantino, Creative Director
Barry Flanik, Group Creative Director
Jonathan Candelaria, Associate Creative Director
Chris Ward, Associate Creative Director
Archana Iyer, Vice President, Strategy
Jenna Glynn, Senior Vice President, CX
Stephanie Kim, Vice President, Digital CX
Kaitlyn Rispoli, Senior Project Manager
Brianna Roser, Senior Associate, Digital
Julianna Alvarado, Associate, Digital
Carolyn Lok, Associate, Project Management
Jessa VanderWeide, Junior Associate, CX
Amy Logan, Senior Vice President, Digital CX
Ciro Sarmiento, Chief Creative Officer
Danielle Asnen, Senior Vice President, Digital CX
Carlos Morales, Director, MarTech
Sarah Katzenstein, Vice President, Project Management
Michelle Howard, Director, CX
Daniela Daoudi, Senior Associate, CX

Publicis Media

Jason Sze, Media Planner
Stephanie Garcia, Vice President, Strategy
Nandhini Sundaram, Senior Vice President, Strategy
Kaitlyn Saar, Associate Director, Strategy

As a 60-year-old brand, Excedrin needed to get on the radar of a new generation of headache sufferers—specifically, gamers. We discovered that everything about gaming causes headaches that can take them away from the thing they love. Excedrin wanted to help, so we adopted “The Healer,” a character known for helping players stay in the game, to educate them about gaming-related headaches. The result? A 78% increase in awareness on Twitch and 503,000 new 18–34-year-old US households buying Excedrin.