WARREN, NJ: This spring, it eased an angry New York Mets fan’s headache. Now, Excedrin is taking on a much bigger challenge by trying to do the same for devotees of the hapless Cleveland Browns.
Weber Shandwick, Excedrin’s creative, social, digital, and PR agency, noticed late last week that Cleveland sports fan Chris McNeil, the Twitter-famous sports commentator @Reflog_18, was trying to raise money for the "Cleveland Browns Perfect Season Parade 2.0."
Of course, the Browns are far from a perfect season. The team is 0-12 in its 2017 NFL campaign. However, that hasn’t deterred McNeil, who created a GoFundMe page in late October with a goal of $10,000 to fund the parade, which would take place on January 6 in downtown Cleveland. His campaign was $7,683 short at the start of this week, but Excedrin stepped in on Monday to make a donation towards the event’s goal.
"Our specialization is the relief of headaches," said Scott Yacovino, senior brand manager at Excedrin. "This fanbase is going through a lot. The team has caused them a lot of headaches. We want to let people know whatever kind of headache you have, Excedrin is there to provide the relief that you need."
The brand is reaching out to media outlets to publicize its headache relief for Browns fans, particularly sports verticals.
"[The strategy] is fairly traditional, but there will be a social campaign element, as well, using Twitter and Facebook," said Yacovino. "There are still a couple of games left in the season, so we are building the elements of the program."
If the Browns "unexpectedly luck into a win" this season, all funds will be donated to the Cleveland Food Bank, McNeil wrote on his GoFundMe page.
This is the second campaign of this year in which Excedrin has tried to ease the pain of sports fans. In April, Mets fan Frank Fleming was on his way to the team’s opening day game when a train derailed in New York’s Penn Station, also derailing his plans. He sounded off on New Jersey Transit during a brief interview captured by an NBC New York crew, and his rant quickly went viral.
Within hours of hearing about the story, the PR team at Excedrin provided Fleming with two tickets and a private car to a Mets game against the Miami Marlins. Excedrin's speedy move landed interviews for Fleming in the New York Daily News and Maxim and on Fox Sports.
"We look for culturally relevant moments to inject the Excedrin brand into," said Yacovino, "things that make sense and sit with our equity of being a head-pain reliever."
This story was updated on December 11 to correct the dollar amount donated by Excedrin.