The 2016 US presidential election. The very mention of these words is enough to give people a headache, whatever their position on the political spectrum. Especially by the third presidential debate of the election, when even hardened political hacks needed something to help them cope with the pain. @Excedrin had done research that showed how most people thought that avoiding headaches was impossible during the election. They wanted to use this to promote the brand of its headache-relieving product at a time when most were striving to avoid getting sucked into the contentious election news cycle.
By using humor, cartoon graphics, and deft copywriting to associate its product with the event in an unusual way, @Excedrin created a Promoted Trend campaign that focused on one thing common across all political beliefs: political debates can give you a headache. The #DebateHeadache campaign played to the idea that, by the time this debate occurred, even the most enthusiastic political junkies were in need of some assistance.