McNeil Consumer Healthcare

Catherine Devine, Vice President Marketing, McNeil Consumer Healthcare
Vivian Nasamu-Odior, Brand Manager
Manoj Raghunandanan, Senior Marketing Director, Tylenol

J. Walter Thompson *Lead Agency

Nikhil Chawla, Business Director
Eric Weisberg, Executive Creative Director
Dave Wasserman, Creative Director
Christopher Franzese, Creative Director
Marc Allen, Group Planning Director

J3 *Lead Agency

Erin Harvey, SVP, Client Business Partner, J3

Target10

Razorfish Health

Zeno Group

Over the years, TYLENOL^® sales have dropped 50% and went from first to last place in our category. We didn’t just lose consumers business - we lost their love. Touting our products wasn’t going to reignite it. So when society was questioning what defines a marriage, we sparked a conversation about what defines a family. In 3 months, with a fraction of TYLENOL^®’s overall media budget, we significantly improved key brand equity measures, purchase intent and positive sentiment– without ever referencing TYLENOL^®’s products.