{"id":23231,"date":"2009-07-13T01:38:35","date_gmt":"2009-07-13T00:38:35","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=23231"},"modified":"2009-07-12T23:03:12","modified_gmt":"2009-07-12T22:03:12","slug":"tylenol-brand-rebuilding-part-deux","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/tylenol-brand-rebuilding-part-deux\/","title":{"rendered":"Tylenol – Brand Rebuilding Part Deux?"},"content":{"rendered":"
\"tylenol_acetaminophen\"<\/div>\n

Tylenol is one of the best brand rebuilding stories that marketing students in just about every college learn about.\u00a0 It’s a great example of a company responding to negative publicity (in the case of Tylenol – the worst publicity you can imagine – 7 cyanide poisoning deaths in the 1980s from tampering with Tylenol packaging).\u00a0 I remember the incident well, and the team behind Tylenol did an amazing job of very quickly regaining consumer trust in the brand.\u00a0 What could have been the end of a brand that at the time still competed closely with aspirin, became a minor bump in the brand’s growth to become the number one over-the-counter pain reliever.<\/p>\n

Today, Tylenol faces a new battle.\u00a0 This time, the fight is with the Food and Drug Administration (FDA) who wants to regulate sales of Tylenol by reducing the amount of acetaminophen (the active ingredient) in Tylenol claiming it causes liver damage and<\/em> possibly making Extra Strength Tylenol available as a prescription only.\u00a0<\/p>\n

Certainly, sales of Tylenol will go down if the Extra Strength Tylenol product becomes OTC only.\u00a0 Or will they?\u00a0 Will consumers actually switch to a different product with a different active ingredient or wait to get a prescription for Extra Strength Tylenol, or will they just take a higher dosage of regular Tylenol?\u00a0 Is the FDA actually solving the problem?\u00a0 Or will this be just another small bump in the Tylenol brand story?<\/p>\n

Either way, I’m sure the Tylenol team (under the power of Johnson & Johnson – a company that is very, very good at decentralizing and protecting one brand from another at all costs) is already fast at work at a new strategy, should one become necessary if the FDA successfully passes the new regulation it’s proposing.\u00a0 According to BrandWeek<\/a>, full-page ads have already appeared in newspapers calling Tylenol the “safest brand of pain reliever you can choose.”\u00a0 However, it’s a different world now than it was in the 1980s.\u00a0 The social web is alive and spreading information, news, and rumors faster than ever.\u00a0 That’s something the Tylenol team didn’t have to think about in the 1980s.\u00a0<\/p>\n

We’ll have to wait and see how this one develops.\u00a0 What do you think?\u00a0 Will this become a big problem for Tylenol, or will the brand rebound with nary a scratch?\u00a0 Leave a comment and share your thoughts.<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Tylenol is one of the best brand rebuilding stories that marketing students in just about every college learn about.\u00a0 It’s a great example of a company responding to negative publicity (in the case of Tylenol – the worst publicity you can imagine – 7 cyanide poisoning deaths in the 1980s from tampering with Tylenol packaging).\u00a0 […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[4861,430,103,100,4901,110,4891,4881,4871,176],"class_list":{"0":"post-23231","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-acetaminophen","8":"tag-brand-building","9":"tag-brand-image","10":"tag-brand-strategy","11":"tag-consumer-product-branding","12":"tag-corporate-branding","13":"tag-fda","14":"tag-jj","15":"tag-johnson-johnson","16":"tag-tylenol","17":"entry"},"yoast_head":"\nTylenol - Brand Rebuilding Part Deux?<\/title>\n<meta name=\"description\" content=\"Tylenol faces a new battle. 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