Haleon’s Excedrin brand advocates no-drug approach in ‘Head Care’ campaign with celebrity dancer
Migraine and headache drug brand Excedrin is launching a no-drug wellness campaign for migraine and headache sufferers. The new “Head Care Club” effort includes a celebrity turn from “Dancing With the Stars” choreographer Derek Hough, who, alongside other healthcare experts’ advice, offers movement exercises.
The bigger question, though, is why an over-the-counter drug brand is launching a no-drug treatment approach. For the former GSK brand, now spun out inside consumer health company Haleon, it’s part new product strategy — its Head Care line of supplement products launched in January — and part evolving approach to reach headache and migraine sufferers who believe they should manage their care holistically, but typically don’t.
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