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2019 BRONZE HEALTHCARE - OTC
UNITED STATES
Excedrin Excedrin Works
RAN IN: United States
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
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%).
