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 side of caregiving, including rewards/benefits of caregiving, like sharing moments, feeling closer, learning about their loved one, learning about themselves. It also highlighted caregivers' key needs and wishes.