Excedrin’s limited-edition suitcases take the headache out of holiday travel

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transform: translateX(16px) translateY(-4px) rotate(30deg);"></div></div><div style="margin-left: auto;"><div style="width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div><div style="background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div><div style="width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div><div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"><div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div><div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div><p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a href="https://www.instagram.com/p/DChvSu5yrVi/?utm_source=ig_embed&utm_campaign=loading" style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" target="_blank" rel="noopener" rel="noopener">A post shared by Excedrin® (@excedrin)</a></p><p><script async="" src="//www.instagram.com/embed.js"></script></p><p>‘Tis Headache Relief aims to connect with consumers on an emotional level during the stressful holiday travel season, according to Peter Song, brand director at Excedrin. </p><p>He cited a recent survey that found just over three-quarters of Americans have chosen not to travel during the holiday season due to travel-related headaches.</p><p>The timely marketing push takes a slightly humorous approach with its messaging but Song emphasized that the brand team is sensitive to the issue of stress and the ensuing headaches.</p><p>Excedrin’s goal is to provide value to consumers beyond headache relief, he noted, which is why the suitcases feature additional wellness products to put a positive spin on a stressful situation.</p><p>He added that leaning into experiential marketing opportunities is a way to differentiate the brand as well as increase consumer recall and connection beyond just the product.</p><p>While tracking the success of experiential marketing is challenging, he said the goal is to see consumers talking about Excedrin in a different, more positive way. Key metrics the team will be following during the brief activation include consumer engagement and brand conversation on social media.</p><figure style="width: 75%; margin: auto;"><img src="https://cached.offlinehbpl.hbpl.co.uk/News/GRP/file_VFxRVn3I.jpg" width="100%"><figcaption style="font-family: tablet-gothic-narrow, helvetica, arial, sans-serif;"><em>(Photo credit: Excedrin, used with permission)</em></figcaption><hr style="border: solid black 0.5px;" ;=""></figure><p>To achieve this goal of generating a positive, memorable experience for consumers, Song said the creative approach had to be more consumer-centric — focusing on the common challenges people face while traveling — rather than simply leading with Excedrin’s product offerings.</p><p>“If we can connect with the holidays and people remember our promotion during the holiday travel time, it makes all the sense in the world,” he said.</p><p>In an era where competing for eyeballs and attention is at a premium, it’s important for health brands to message effectively beyond simply differentiating themselves from the competition.</p><p>Song said he believes that the long-term benefits of building brand equity through unique experiences outweigh the short-term costs.</p><p>He portrayed experiential marketing as an invaluable way for Excedrin to foster more meaningful emotional connections with consumers beyond just product promotion.</p><p>“When building equity, it can seem like it costs more or it’s more difficult, but the benefit and the return, I think, is just tenfold,” he said.</p><p><i>This story first appeared on <a href="https://www.mmm-online.com/home/channel/campaigns/excedrin-tis-headache-relief-holiday-campaign/" target="_blank" rel="noopener" rel="noopener">MM+M</a>. </i></p> </div> <div id="articleEnd"></div> <div class="tags"> <header>Tags</header> <div> <ul id="theWorkTags" class="clearfix"> <a href="/tag/site-sections/news/9014">News</a> <a 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