Johnson & Johnson's McNeil Consumer Health and its advertising agency, Deutsch, New York, began a pre-emptive print campaign last week after several store-brand pain relievers containing acetaminophen were recalled because fragments of metal were found in them.
The message? Don't worry about buying Tylenol. Ads emphasized that no Tylenol brands were affected and that Tylenol does not manufacture store-brand products.
Though McNeil and Deutsch turned around the ads in 24 hours, the campaign was curious in that no other pain-relief makers went to such lengths to assure customers that their products were not affected.