Biggest Pain of the Week
Client:Excedrin, a Novartis Company
Objective:Excedrin, newly purchased by Novartis, sought to reintroduce their brand to market as a pain medication through television integration and branding.
Deliverable:Testarossa Entertainment Founder, Julee White masterminded as Creative Director for Excedrin/Novartis, a national advertising campaign, in coordination with Mark Burnett Productions titled u201cThe Biggest Pain of the Weeku201d. This campaign included online voting, point-of-purchase marketing, in-store displays, retailer distribution, tagline creation and product placement with u201cThe Apprenticeu201d. It was Excedrinu2019s most successful product integration campaign to date with 90% sales commitment in key accounts, and a 300% increase in unique visitors to excedrin.com
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