Johnson & Johnson Consumer, Inc: #HowWeCare

TYLENOL, a pain relief brand, increased brand awareness in the US by launching a video campaign and a support platform for caregivers that shares their personal experiences with caregiving.

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,...

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