Tylenol: #HowWeCare

Tylenol, a brand of paracetamol, drove awareness in the US by launching a support platform that encouraged people to thank a caregiver in their life or offer to do a chore for them.

Summary

In a category where claims of "faster," "longer," "stronger" clutter purchasing choices, TYLENOL® sits on a shelf of sameness so the challenge was to drive brand awareness and equity by tapping into the brand's iconic heart.

Three key phases of research uncovered the following:

Landscape Research: Review of secondary sources identified key caregiver-related stats and resources.

Qualitative Research: Phone interviews among caregivers and caregiving experts identified the experiences and expertise of caregivers and what it means to take care of a loved one.

Quantitative Research: Online survey among U.S., caregivers, 18+ identified and validated the positive...

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