Brand Campaign
TYLENOL
FEEL BETTER
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 right 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.
The heavy lifting of educating consumers was in print, where we set out to establish a baseline and tone of the campaign intentions.
We then ran series of animated 15's that targeted viewers behaviors, giving them plenty to consider in helping themselves feel better.
