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When Novartis Consumer Health bought Excedrin from Bristol-Myers Squibb in 2005, NCH put the account up for review in a search for a new interactive agency of record (IAOR). MetaFoundry had worked with BMS on the Excedrin brand for more than three years prior to the acquisition, so we crossed our fingers and put our best foot forward against agencies several times our size. The short story: we won the account, and became the interactive agency of record for the Excedrin brand.
We immediately set to work, and developed and launched a new site for the brand in December 2005, just six weeks after starting the project. In early 2007, in connection with the launch of the new Excedrin Back & Body product, we launched a whole new site that better aligned with the brand's new positioning and redesigned packaging. Along the way, we've driven the Excedrin web strategy, producing work ranging from promotional programs to standard and rich media campaigns.
Our work has led the Excedrin brand team to recommend us to other NCH brands including Ex-Lax and Gas-X.