Excedrin Election Edition: The Campaign Against Head Pain (2020)

“I don't share everything that I get, but I am, like...this is too good. This was the best gift of election season.”
— Candace Cameron Bure, actor and influencer

In case you hadn't noticed, 2020 had a big election. Heated debates. Angry ads. Explosive rallies.

It was enough to give anyone a headache.

So, we helped Excedrin launch a campaign of its own: The Campaign Against Head Pain.

Because no matter how crazy the election got or how much it made your head hurt, Excedrin could be there to help.

The one campaign promise you could count on.

Working with a designer, I led creative development and copy for the campaign's influencer mailer, microsite, and social content. We created custom caricatures of targeted influencers that split open down the middle, turning a “splitting headache” into the package itself. Inside, recipients found custom self-care items and a limited-edition Excedrin Election Edition SKU.

The campaign quickly hit its KPIs and earned coverage from PRWeek.

Client: GSK
Role: Associate Creative Director / Senior Copywriter
Date: November 2020