Excedrin Migraine brand Activation

Excedrin, a leading migraine pain relief brand from Novartis Consumer Health, wanted to stand out in a highly competitive market by directly connecting with young adults. The goal was to reach university students (18-25 years old), educate them about the brand, and boost sales by positioning Excedrin as the go-to solution for headache relief during intense study sessions.

To achieve this, we created a fun and engaging activation inside Egypt’s top 12 public universities—right where students needed relief the most. Knowing that headaches can slow down thinking and focus, we introduced an interactive IQ competition with the tagline: “Don’t let your headache stop your creativity.” Students were invited to take a structured IQ test at our fully branded booths, equipped with PCs and designed to reflect the campaign’s message. The challenge was simple: prove who’s the smartest, while also learning how Excedrin can help them stay sharp.

To drive more engagement, our promoter team distributed flyers and branded giveaways, making sure students left with a reminder of the brand. The response was incredible—22,000 students participated in the IQ test, eager to see their scores and learn more. Through surveys, 75% of them expressed their intent to choose Excedrin for headache relief. The real success was in the numbers: sales increased by 75% in the cities where we ran the activation, proving the campaign’s strong impact on both awareness and purchase decisions.