'Trust us' Tylenol ads working

December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, p77
Trade Publication
This article focuses on Tylenol advertising launched in December 1982. Awareness of Tylenol advertising soared following its You can trust us commercials which aired simultaneously several weeks after the Tylenol poisonings, according to a survey. Tylenol's monthly score in the survey had dropped significantly in October 1982, in the wake of Johnson & Johnson's decision to stop all Tylenol advertising after seven deaths in the Chicago, Illinois area were traced to cyanide-laced Tylenol capsules. The high visibility of the television spots is further supported by the 80 percent of those mentioning Tylenol advertisements in the survey who cited television as the source. The television commercials were contributing to a rebuilding of confidence in Tylenol. The brand's food store share of the analgesic market had bounced back to 29.9 percent from 6.5 percent the week after the poisonings.


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