Virtual reality has spawned the phenomenon of “VR sickness,” characterized by people who use VR and subsequently feel nauseous or have headaches. Excedrin is betting people will come for the headaches. VR migraines. The new “Excedrin Works” campaign uses VR in two videos to share real-life stories of migraine sufferers at work. From the migraine sufferers’ vantage points, viewers experience the symptoms of their migraines from blurry vision to flashing lights.
“In speaking to consumers about migraines and headaches, something that always seems to come up is that folks feel very misunderstood; they feel very alone,” said Scott Yacovino, senior brand manager at Excedrin. “With this technology, we can cater to the emotional side in a way [Excedrin], and quite frankly any brand, has never been able to do before.”