Case Study: Boomerang Cures Excedrin’s Headache Challenge After an unsuccessful attempt to challenge category market leaders in all-over body pain relief, Excedrin set out to return to its roots and focus on headache pain and “owning the head.” Excedrin had a very loyal following with migraineurs, yet it offered uninspiring content and very few ways for the migraine community to interact with the brand in the digital space. Solution Boomerang developed a comprehensive strategy that focused on the digital channel to generate awareness among migraine sufferers. The goal was to generate authoritative multi-format content for consumption on the web, within social media, and on mobile devices to reinforce brand credibility and loyalty.