Excedrin, on the day of the third and final presidential debate last month, promoted the hashtag #DebateHeadache on Twitter, saying, "Debates bring headaches; Excedrin brings fast headache relief." The brand tweeted out statistics from a survey it conducted throughout the day, including one that said 73 percent of Americans would experience election-related headaches this year.
The product, given its focus on relieving head pain, doesn't generally have the opportunity to "speak on a larger scale," especially during a presidential election, said Scott Yacovino, a senior brand manager for Excedrin and the United States pain business at GlaxoSmithKline. This situation was a "perfect storm," he said.
"Even during the first debate, there was a lot of organic chatter around people getting headaches and the election causing headaches," Mr. Yacovino said. "We thought we could bring our benefit to folks no matter what their political affiliations are."
Another ad campaign born out of election fatigue came from Ringling Brothers and Barnum & Bailey last month, which officially denounced the use of the term circus to refer to this year's presidential race. Its social media tracking tool showed that between Oct. 15 and Oct. 24, the terms "circus" or "clowns" were used to describe the election or candidates an average of almost 4,000 times a day.
As part of its effort to "Take Back the Circus," the company made a humorous video featuring several performers expressing their indignation over misuse of the terms. In one scene, a ringmaster turned to the camera and said, "People keep calling candidates clowns." A clown by his side responded, "But we're real clowns, and we take clowning seriously."
Hefty's banner ads have appeared on CNN, Fox News, AOL, and the Huffington Post's politics page. Hefty's YouTube ads will be aimed at people tracking the election, especially in swing states like North Carolina and Pennsylvania. The company's agency said its purchase guaranteed at least 40 million page views across the sites.
"We did pick out media buys based upon where more of the trashy politics are going on and more in the swing states where it's getting heated," Mr. Peterson said.
He added: "What I really love about it and what I think consumers appreciate in advertising is when you're able to offer them a utility to what they're feeling. And to me, people are sick and tired."
Follow CNBC International on Twitter and Facebook.