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Excedrin Migraine launch ads highlight "same proven formula" as Extra Strength.

This article was originally published in The Tan Sheet

Executive Summary

EXCEDRIN MIGRAINE LAUNCH ADVERTISING includes a TV campaign that broke Feb. 20 on national networks and cable stations. Print ads are scheduled for April issues of magazines including People, Reader's Digest, Redbook, Mademoiselle, Cosmopolitan and Glamour. In addition, full-page ads appeared in Feb. 6 issues of major newspapers including USA Today, the Wall Street Journal and The New York Times ("The Tan Sheet" Feb. 9, In Brief). The campaign is being handled by Bozell Worldwide. FDA approved Bristol-Myers Squibb's aspirin/acetaminophen/caffeine analgesic for the new indication of "treatment of mild to moderate migraine pain" Jan. 14 ("The Tan Sheet" Jan. 19, pp. 1-5).
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