Campaign details

Brand: Tylenol Rapid Release Gels
Advertiser: Johnson & Johnson
Lead agency: Upshot

Effie awards category context

The Tylenol® Rapid Release Gels Walgreens campaign identified the perfect intersection between a product's point of difference (patented, fast-delivery pain relief) and a retailer's point of difference (convenience) to create a single-retailer program that addressed a specific, holistic shopper need for speed–in finding relief and feeling relief–to improve business results for both the brand and the retailer.

The campaign leveraged traditional tactics as a foundation and layered contextually targeted digital and mobile elements to reach an audience in need of what the brand had to offer in that precise moment–fast and effective relief–from a convenient retail location: Walgreens.

State of the marketplace and brand's business