Keeping players' heads in the game
“Game Over for Headaches”
As a 60-year-old brand, Excedrin needed to reach a younger 18–24-year-old audience. Research quickly revealed two things: first, this group loves to play video games – and second, everything about gaming causes headaches.
Gaming was at an all-time high – and gamers were 55% more likely to suffer from headaches. But Excedrin was facing a problem, with only 25% awareness among 18–24-year-olds.
To help educate gamers about the connection between gaming and head pain (and give them the tools to avoid it), Excedrin adopted “The Healer”— a character class that helps players stay in the game.
A powerful ally
We developed a mindful gaming routine grounded in research and created original video content featuring six healers – representing a variety of video games and audiences. We also formed the first-ever OTC brand partnership with Twitch to meet gamers where they are and turned to influencers like prominent gamer Matthew “Nadeshot” Haag to help spread our message of relief.