Taking a headache powder is awful, it taste bad and it's hard to swallow BUT when you've got a bad headache, the only question is how fast do you want it gone.
Richard Petty is "The King" of fast and Goody's headache powder works fast so we gained instant creditability, especially among the NASCAR fans. Plus it's humanizing to imagine him driving the pace car or running his son's pit crew versus showing headache suffering.
We discovered that BC headache powder was a heritage brand that was shared with friends and family.
Taking a slightly different approach, we created a "real people" campaign for BC that was managed with a 1-800 number. We passed on the Elvis impersonator and went with the lady truck driver.