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Excedrin is an over-the-counter headache pain reliever, typically in the form of tablets or caplets. It contains acetaminophen, aspirin, and caffeine. Until late 2005 it was manufactured by Bristol-Myers Squibb, but in July 2005 it was purchased by (and is now produced by) Novartis, along with other products from BMS’s over-the-counter business. It is one of the top ten selling over-the-counter medicine brands in the United States.The brand became known for advertisements in which Excedrin cured especially unpleasant and excruciating headaches (which were termed in the advertisements as “Excedrin headaches,” later called “Excedrin tension headaches”). The advertisements, which first started in the 1960s, continue today.
In 2007, the brand branched out into marketing for other types of pains with the introduction of Excedrin Back & Body, which removed the caffeine from the normal mixture.Over the years, different types of the drug were introduced