Tylenol’s position of the safest pain reliever was perceived to mean weak. Tylenol needed to re-frame the meaning of safe to one of strength in the minds of consumers or it would continue its YOY decline in share.

Tylenol is not an agro brand that screams, kill pain like its competitors. Tylenol needed to differentiate itself from the rest of the category and play a bigger purpose in people’s lives.

Change the meaning of safety and safe from weak to healthy. Tylenol needed to utilize its leadership and wisdom to change the relationship with people from transactional pain relief to holistic care of your health.