GSK Consumer Healthcare and Weber Shandwick

We See Your Pain

Excedrin enjoys 99% awareness in the U.S., but GSK needed to convince consumers that headaches need their own treatment. This lighthearted, eye-catching launch empathetically shows that heads are special. With a Limited Edition line, consumers could order “Commuter,” “Bad Date” or “Adulting.” And Netflix’s Queer Eye cast shared headache-worthy moments.