Client

Johnson & Johnson Consumer Inc., McNeil Consumer Healthcare Division

Brand

Tylenol

Context

The brand had a clear sense of what was at the core of their narrative.  Unfortunately many brands started to tell a very similar story in a more disruptive way.

Task

To sharpen the narrative by identifying the aspect of the story that Tylenol can lean into and legitimately claim, given its history and product offerings.
 

Outcome

• 4 Compelling platforms emerged
• Key elements formed the foundational insights for new communications
• Currently in market and successfully driving the business