WHAT THEY WERE UP AGAINST

For decades, Tylenol was America’s number one pain reliever. But a recall, new entrants from the CBD category and a steadily growing competitor (Advil) relegated Tylenol to second place.

What we did to help

Asserting leadership in an increasingly complex category.

The pain relief category has become complex and ultracompetitive, with CBD and THC, private-label brands, and new OTC offerings of well-known prescription brands. For Tylenol to recapture lost share, the brand had to assert leadership and establish a new level of trust with pain sufferers.

We helped Tylenol refocus on its brand purpose: care.

A purpose-driven brand built on care.

Only Tylenol could own the idea of care. It’s the first fever reducer given to babies at the hospital, and it’s the go-to for pain sufferers of any age. Moreover, the brand had the opportunity to expand the concept of care to everything it does. We brought the idea of care to life through relatable content, from arthritis sufferers to runners with shin splints, showing how Tylenol empowers people to do the things they love.