Excedrin relaunched in the United States in 2013 and is doing well. The brand generated $130 million between its Excedrin tablets and Excedrin Migraine tablets for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI. With those two SKUs combined, Excedrin is the No. 4 internal analgesic on the market, with strong momentum propelling the brand closer to No. 3 Bayer.
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In 2014, three pillars are driving Excedrin’s continued growth, according to Julien Armilhon, Novartis spokeswoman. The first pillar is the company’s commitment to its retail partners. Second, beginning in February, Novartis launched a distinctive advertising campaign on the headache segment that emphasized the fast-relief effect of Excedrin.
The third pillar involves Novartis’ Migraine SKU. The company recently teamed with neurologists to create the My Migraine Triggers app, a free migraine tracking tool. It’s an interactive migraine diary that provides the user with reports to help understand which factors are associated with the onset of a migraine.