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Tax time. Just the wonds ane
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stB"" $
llllllll N[D[
s s
$s
sss
s'
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s
enough
to siuc anyone a
headache. And nothin$ Gunes a headache betten than Excednin
pain nelieuen lhat's the con-
nection Bnistol-Myens $quihh wanted Gonsumen$ t0 make when it launched its annual Excednin Tax Headache Ghal-
lenge. Radio leuenaged
a
gneat pnomotion GonGcPt into one ol the biggest sales gains Tht *I**dxrfuc X*ri
50x$trTs
the bnand had euen $een. iq.isr{
Now that's a gneat neturn.
ohiectiue Turn tax season into Excedrin season by building consumer excitement, brand awareness and trade participation during the critical tax season promotional period. The primary goal: have consumers think of Excedrin as their tax relief. Excedrin's secondbut equally important-goal: get the trade to increase purchases and build displays during the promotion period.