2009 BRONZE

HEALTHCARE, OTC

FEEL BETTER, TYLENOL

TYLENOL, MCNEIL CONSUMER HEALTHCARE

Tina Tonielli, Global Dir.-Global Strategic Insights
Kathy Widmer, VP-Mktg., Pain, Pediatrics & Specialty

DEUTSCH INC.

Jurene Fremstad, Sr. VP-Strategic Planner
Jeff Huggins, Group Creative Dir.
Victor Kimble, Sr. VP-Group Acct. Dir.
Marie Leznicki, Sr. Strategic Planner
Jayme Maultasch, VP-Acct. Dir.
Peter Nicholson, Part.-CCO
Karin Prior, Sr. VP-Group Media Dir.
Kristen Rincavage, Acct. Super.

This campaign engaged consumers in a new conversation by taking a stand for health rather than against pain. Through a modern, honest approach to pain relief, Tylenol differentiated itself from its competitors, stood out in a typically low-interest category, strengthened its equity and most importantly reversed business declines.