Excedrin Case History

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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

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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.

"Excednin went into this pFomotion with a $tnong tnade need, and radio wa$ rcally able to nelp

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stnategy Guarantee a great Excedrin tax return with Radio. How? The radiodriven "Excedrin Tax Headache Challenge," which used radio's unique promotional strengths to

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cRN's Lecterc.

Retailer involvement in the advertising campaign was entirely turnkey.

CRN worked directly with Excedrin's sales force to develop, then contact, a target list of trade accounts.

results The radio-driven promotion resulted in one of Excedrin's largestever sales increases. lt also helped cement happy trade relations with key Excedrin retailers, fulfilling two marketing goals with one very successful campaign.

"lllot only did we $ee one ol the bisgest $ale$ gain$ in the bnand's histony, but mankets wnene we u$ed radio outpenlonmed those wnenc only IU and FSs fom tln fmutin " reports

boost trade support and encour-

age product trial via traff ic-bu ild ing specialevents.

Excedrin Trade Marketing Manager

"Radio stations make gneat pnomotional pantnens

Steve Gullickson.

During the 1994 Excedrin Tax Headache Challenge, sales in radio markets topped even the previous year's 60% sales gains. The campaign put Excedrin samples in the

lon multi-laceted pnognam$ like thi$ 0llGr" says CRN lnternational Vice President Lisa Leclerc of the tax season promotion her company created using

radio stations in key

hands of thou'sands of new consumers and garnered a high degree

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of trade participation. No wonder the company plans to make the radio promotion an ongoing Part of its marketing plans.

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Excedrin markets across the country.

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Radio is the backbone of the program's many components,

including an Excedrin-sponsored toll-free tax tip hotline that consumers call to have their filing questions answered on-air by

a panel of tax pros. All callers received a free Excedrin sample and were automatically entered to win a grand "Tax Relief" vacation package. ln each market, a specified number of listeners' questions were produced into a series of Excedrin "Tax Relief Minutes" featuring hints and advice on tax preparation.

Retailers who participated in the promotion with special end-aisle Excedrin Tax Relief dis-

plays were in turn featured

"Radio i$ a Gnitical Gomponent t0 tne $ucce$s 0l tlti$ pnomotion," $ay$ Gulliclcon. "lt nelps [$ neinlonce oun mes$agc duning a penlcct timelname and al$o gcnenate$ qualiu tnade $uppont."

in

Excedrin radio advertising.

"We wrote the copy for each retailer involved in the campaign, produced their portion of the commercial, then married it to the Excedrin front :45,"

Got a marketing headache? Follow Excedrin's lead and rely on radio for many happy returns.

says Leclerc.

Stations gave away Excedrin 1040 Tax Relief Kits, T-shirts and product samples throughout the promotion, which culminated on April 15 with station events broadcast live from post offices, where consumers waiting to post their tax returns were treated

to Excedrin samples and premiums.

RAD|0 A0UERflSIIG BUREAU 304 PAR|( AUEilUE

S0lITlt ilErV YoRt( rW r00r0 (212) 887-2100