Brand Strategy // Brand Campaign
TYLENOL
THE FEEL BETTER STORY
The rebranding of a category leader started with a new way to think about Tylenol: Pro-body. But what exactly does “pro-body” mean: It means respecting your body. Listening to your body. Doing right by your body. To be a “pro-body” brand, means Tylenol (as a product and company) advocates, endorses, enables a healthier, more holistic, educated approach to pain and illness than the rest of the category.
As you can imagine this wasn’t an easy shift to make (or sell through) but it was the path if we truly wanted to reach the increasingly relevant goal as a brand: A way to feel healthier, to feel younger, to feel stronger, to feel smarter. A way to Feel better.
TYLENOL
THE FEEL BETTER CAMPAIGN
Earlier in my career I had the wonderful opportunity to be a big part of an incredible campaign that strategically shifted the direction of the Tylenol brand. It was an experience that forever changed my understanding of what we’re capable of doing through smart and powerful storytelling. There was so much great work to deliver that it took a village to seamlessly choreograph it coming to life.
Educating was always at the core of the campaigns intention.
Animated 15's targeted viewers behaviors giving them the knowledge to help themselves feel better.
And this was just the start of a story that went on and on…
