Xtreme Tylenol: Wakeboarding, Olympics And Indie Film Festivals
This article was originally published in The Tan Sheet
Executive Summary
Recent edgy Tylenol promotions, which contrast sharply with previous traditional ads, reflect a dramatic change in marketing that coincides with McNeil Consumer & Specialty Pharmaceuticals' decision to switch ad agencies last year
You may also be interested in...
U.S. Olympic Teams Hoist P&G Brand In Vancouver, London Games
Procter & Gamble will sponsor "the most positively viewed sports property in the United States" under an alliance with the U.S. Olympic Committee
FDA’s Rosebraugh Commends Ads Addressing Conscientious OTC Use
Drug marketers who communicate that their OTC products should be taken with the same care as prescription drugs are sending the right message, according to Curtis Rosebraugh, MD, deputy director of FDA's Office of Nonprescription Products
McNeil advertising
Tylenol advertising account, reportedly valued at $100 mil., has been awarded to Deutsch (New York), McNeil Consumer & Specialty Pharmaceuticals announces Nov. 26. Deutsch also received St. Joseph's aspirin account, valued at more than $20 mil. Accounts for heartburn OTCs Pepcid AC ($48 mil.) and Mylanta ($16 mil.) went to Alchemy, which, like Deutsch, is owned by Interpublic group. All accounts were previously handled by New York-based Saatchi & Saatchi, which developed new Maximum Strength Pepcid AC ads that broke Nov. 24...