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...