Excedrin Case History

Page 1

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Tax time. Just the wonds ane

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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.


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