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Tylenol 8-Hour

Ruder Finn was selected in 2002 by Johnson & Johnson's McNeil Consumer & Specialty Pharmaceuticals to conduct Tylenol's largest product launch in more than a decade: Tylenol® 8 Hour.

To leverage the brand's sponsorship of major marathons in 2003, and to provide ownership of a unique niche amidst a crowded sponsor field, RF created the Tylenol Marathon First Timers Club to create a link between endurance activity and long-term pain relief for up to eight hours.

 

 

OBJECTIVES

• Build awareness of Tylenol 8 Hour as the preferred choice for safe and effective pain management for distance runners.
• Establish acetaminophen as a safe and effective alternative to anti-inflammatory drugs for relieving muscle aches and pains.

PROGRAM

• Leveraged Tylenol 8 Hour's marathon sponsorships to link its efficacy with endurance sports by promoting Tylenol 8 Hour's presence at four 2003 marathons via in-market media interviews and grassroots efforts.
• Aligned the brand with high profile ambassadors and novice marathoners with compelling stories for brand media coverage.
• Secured world-class distance runner Deena Drossin as Marathon First Timers Club spokesperson to deliver Tylenol 8 Hour messages.
• Created a turnkey contest, "Nothing Like the First Time" with the country's leading running resource, Runner's World and RunnersWorld.com, that produced real-life stories of people running their first marathon to provide to the media.
• Utilized topic of over-hydration, or hyponatremia, and the NSAID risk factor to position acetaminophen as a safer pain relief alternative for endurance athletes.
• Designed a dedicated Web site, www.MarathonFirstTimers.com to inform and motivate novice marathoners of all ages.
• Developed opportunities to discuss current and future research showing "nothing beats Tylenol" and "Tylenol is the safest choice" for relief of sports-related muscle aches and pains and treatment of sports injuries.

RESULTS

• Generated more than 140 million broadcast and print media impressions, most often in the top 50 media markets.
• Created high profile partnerships with international running champion Deena Drossin; the nation's premier running resource, Runner's World; and the American Medical Athletic Association that built consumer and media credibility.
• Quality national and in-market coverage of our messages surrounding the country's top marathons appeared in publications such as The Washington Post, ESPN, Fox Sports Network, Associated Press and the WB Morning Buzz, as well as the majority of television network affiliates in local markets.