J&J Re-Introduces Tylenol in First JWT Work

New Commercial Doesn't Address Recall Issues

By Published on .

This ad for a pain reliever might signal the end of Tylenol's own headaches.

The Johnson & Johnson brand has launched a spot for brand Tylenol, which began running on TV this week. It's likely the start of the first big comeback campaign for a brand that has suffered multiple recalls and an FDA decree that required an overhaul of some of the drug manufacturer's factories.

The ad, which was directed by Drake Doremus ("Like Crazy") is the first Tylenol work from WPP's JWT, which picked up the creative account from Interpublic Group of Cos.' Martin Agency in October last year. The first is a franchise, anthemic spot that features products in the Tylenol portfolio, from extra strength to cold to infants. The ad features vignettes showing how Tylenol-brand products -- from Tylenol Extra Strength to Tylenol Cold to Tylenol Infant -- do their job so you can do yours. At the end, the voiceover notes that Tylenol has been the No. 1 doctor-recommended brand of pain reliever for many years, and adds: "For everything we do, we know you do so much more."

A spokeswoman for J&J's McNeil Consumer Healthcare division said in an email that the ad "taps into the connection consumers have with our products and speaks to our partnership with them during moments of care."

Tylenol products have been subject to a series of safety and quality-related recalls since 2010, leaving Tylenol Extra Strength tablets, capsules and caplets in limited supply in recent years. The company continues to work to meet requirements of a consent decree with the Food and Drug Administration to meet production quality standards at what had been its main U.S. manufacturing plant in Fort Washington, Pa.

The spokeswoman declined to comment on why J&J opted not to address the recall issue in the new advertising or whether a Sept. 6 recall of another J&J product, Infant's Motrin, would have any negative effect on the effort to re-introduce Tylenol. Infant's Motrin was reintroduced last year after a previous recall. This recall involves more than 200,000 bottles of Infant's Motrin. The medicine may be contaminated with specks of the plastic PTFE, which is also used in Teflon coatings. No injuries have been reported.

J&J has issued more than 40 quality and safety recalls across its consumer health, prescription drug and medical-device businesses in recent years.

According to Kantar Media, in 2012 J&J spent $26 million on measured media spend for brand Tylenol products not affected by recalls.

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