Strategy: Keep Tylenol at the top-of-mind with bold visual metaphors.
Equally distributed ages
Purchasing consumers are often ‘pantry stockers’ (216 percentile)
Purchased at at drugstores (343 percentile) and dollar stores (373 percentile)
Tylenol is a fast acting pain reliever that doesn’t require any knowledge in chemistry to understand its function in your body.
Product category focuses heavily on brand name alone, no unique benefit.
Tylenol’s tag-line is well known, simple and versatile: ‘fast acting relief’.
Motrin - Nuprin - Advil - Aleve - Style uniformity to competitors with similar chemistries.
Out of home ads will be placed in and around transit; because of the distracting nature of the patterns, no ads will be placed on billboards near roads, rather, the strategy uses ambient advertising, targeting people casually during their walking or public transit commute.
The campaign also features instances in which the viewer can see the immediate effect of Tylenol giving fast acting relief in specific instances: an elevator with a pattern wrap opens to immediately dispel the hypnotic pattern; branded coasters at the bar flip to reveal a patternless backside; commuters enter a pattern wrapped subway train car between Tylenol tablets.
Tylenol will partner with Spotify to sponsor playlists and advertise to non-premium members on their many ad digital spaces. Tylenol will also reach premium Spotify listeners by publishing their own album of relaxing digital and acoustic ambient music; this album will help drive organic engagement by developing good, relevant, content.
Web banner advertisements are simple in execution and eye-catching. Further GIF banners will show the patterns moving, creating a hypnotic effect.
Improvements to the single over the counter Tylenol packets helps Tylenol connect their campaign visuals to their line of products, this is especially important when reminding the consumer about the unique brand style at the point of purchase. Relevant information would be on the backside of the packet.