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Tylenol
Tylenol Ouch! "Pain is Inevitable; Suffering is Optional"

RAN IN: United States

CLIENT
McNeil Consumer Healthcare

Ashley McEvoy, General Mgr.
Eric Bruno, VP- Mktg.
Heather Palmer, Mktg. Mgr.
Scott Davies, Associate Mktg. Mgr.
Michael Hanes, Associate Mktg. Mgr.

AGENCY
Faith Popcorn's BrainReserve *Lead Agency

Faith Popcorn
Meg Columbia-Walsh, Managing Dir.
Chris Sheehy, Lead Mgr.
Sophie Wong, Consultant
Cristina Ramos, Consultant
Michelle Mulbauer, Managing Associate


Universal McCann


SUMMARY

This campaign was created to ignite brand relevance with 18-29-year-olds to reverse a declining share trend. The advertising depicts this generation's relationship with pain and empowers this group to express pain from their perspective - focusing on the worlds of action sports, urban dance and street art. The program has increased household penetration 15% among the target while all other competitors lost share.

CASE VIDEO


Language: English