Situation Analysis

At the heart of TYLENOL® is a celebration of what matters most to people of all ages, shapes and sizes. Functionally, the brand provides pain relief so people can get back to doing the things they love. But in a category where claims of "faster,""longer,""stronger" clutter purchasing choices, TYLENOL sits on a shelf of sameness. We were challenged to drive brand awareness and equity by tapping into its iconic heart.

What's not commonly known is not all pain relievers are created equal. Some (ibuprofen) can even be dangerous for people with serious health conditions, like high blood pressure, or those recovering from surgery. TYLENOL (acetaminophen) is often recommended for these patients. This differentiator combined with an emotional slant provided an opportunity to appeal to a specific audience making health decisions for people they love – caregivers.

More than 34 million Americans have risen to the occasion and provided care to a loved one over the age of 50 in the last year.1 It's a challenging role most don't necessarily ask for or even expect – or one that often receives a "thank you."