Finding our Voice - Tylenol

In 2007, Tylenol - owned by Johnson and Johnson - had spent approximately a decade trying to stave off share declines that threatened its leadership of the Canadian market for the first time in 20 years.

Finding our Voice – Tylenol


Business Results Period (Consecutive Months):June 08 – June 09 (12 months)
Start of Advertising/Communication Effort:June 08
Base Period for Comparison:2007/2008 (before the launch)

We shall not cease from exploration and the end of all our exploring will be to arrive where we started and know the place for the first time.

T. S. Eliot.

a) Synopsis of the Case

And so it was with TYLENOL®. A once mighty brand in the immense OTC analgesics market, TYLENOL® had hit a bump in the road. In 2007 it had spent approximately a...

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