With the Excedrin migraine and regular Excedrin the difference is what they are FDA approved to tell you it treats. Marketing materials, new packaging, advertisements, it all has to be FDA approved when they bring a new product or change an existing one. This is likely the case here. Aleve is probably finally allowed to sell a product that "reduces back and muscle pain", rather than just "reduces pain" in general. There is no impropriety here. Nothing misleading. Its a new product in the sense that Aleve can now actually claim it helps with back and muscle pain. Aleve may have done the job before but they couldn't market it that. Now they can.