BrandWorld // Brand ID // Advertising // Shopper Marketing // Innovation

WHEN YOU FIRST COME INTO THE WORLD, there are three kinds of care you’re given. The warm, no-nonsense and loving care of an Inner Mom. The trusted, tested and assuring care of a Modern Media. And, you’re given a Tylenol … the first thing popped into a baby’s mouth.

Tylenol — a ubiquitous, 75-year-old brand that’s a mainstay of most American medicine cabinets and mother’s purses — knew that it could be all three. But, the brand had become distant. Compounding that was disruption from private-label, new OTCs from Europe and the national roll-out and acceptance of CBD products.

Through a 4Cs investigation and a refreshing BrandWorld process, the brand planted its flag: Demonstrate that care is always the answer. Going forward, Tylenol will prove that pain care goes beyond medicine to include empathy, honesty and support. Pain is part of being human, but so is the will to get past pain. Tylenol will also give care to the caregivers.

In Spring 2021, we launched the sixth campaign in the brand’s history: Care Without Limits. A new brand design system and content wraps around existing packaging to give the brand the tools to beat the modern economy brand disruptors at their own game.

The brand positioning … in particular the BrandWorld … has informed growth strategies and innovation.