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Tuesday, May 01, 2007

Crisis response

Trolling through the latest on the wheat gluten story, I came across a smart ad buy on the CBS website. Next to the headline "Pet Food Toxin Said To Be Common In China" - an issue that has shaken corporate, national, and international trust - is an ad for Tylenol's "Promise" campaign:

The online iteration of the campaign features employees sharing their promise to you, the consumer. The promises - and more importantly, the people behind them - are "another reason why you can trust the pure pain relief of Tylenol." It's an especially interesting placement given Tylenol's history with trust. [For those who don't remember, Tylenol's public image and safety reputation suffered in the 1980s due to product tampering. While the perpetrator was never caught, the scare prompted increased product saftey - including gelcaps and triple-sealed bottles.]

Other lines from the campaign:
I make Tylenol and I promise:
- If I wouldn't give it to my kids, it won't get to yours.
- I'll never forget that what we make goes into someone's body.
- That I'll never let down my family here at work or at home.

Interesting messaging given current food safety fears and increased questions for the FDA.

1 comment:

salina said...

yeah it's funny that what could have been the worst disaster for Tylenol was flipped around into a reason to trust the company--for its honesty and transparency...good planks to have in a brand's platform today, certainly!