Villanueva, Jamie Nicole E. PROBVISCOM sec.

Case Study: Tylenol

1) Situation Analysis

• During the fall of 1982, for reasons not known, a malevolent person or persons,
presumably unknown, replaced Tylenol Extra-Strength capsules with cyanide-laced
capsules, resealed the packages, and deposited them on the shelves of at least a half-
dozen or so pharmacies, and food stores in the Chicago area.

• The poison capsules were purchased, and seven unsuspecting people died a horrible
death.

• Johnson & Johnson, parent company of McNeil Consumer Products Company which
makes Tylenol, suddenly, and with no warning, had to explain to the world why its
trusted product was suddenly killing people.

• By withdrawing all Tylenol, even though there was little chance of discovering more
cyanide laced tablets; Johnson & Johnson showed that they were not willing to take a risk
with the public's safety, even if it cost the company millions of dollars.

2) Task:

1. What arethe PR measures that you propose if the crisis happened today so Tylenol can recover
from damageswhich caused deaths due totampering aside from product recallof 31 million
bottles of Tylenol capsules?(25 points)

• In order to regain trust on the consumers, the PR strategy will publictly launch a TV
press and newspaper, seeking forgiveness to the public. In behalf of this incident, the
company will serve and test for improvement of it's product before relaunching to the
public. J&J will also be offering remediation form of compensation to help victims of the
crisis. The families of the victims can be offered with counseling and financial
assistance.
2.What service/s can you provide for the Tylenol brand to regainits market trust and confidence
caused by this crisis? Justify your answers, present your proposed creatives. (75points)

• Tylenol product tampering clearly fits the Terrorism category, in regards to regaining
people's trust on this product, the advertisements will likely seek sympathy and be launch
on social media. Which is the leading marketing tool through this day.

• Here are the proposed advertisement posters:

A. B.

C.
3) Approach

• Clearly identify issues and craft appropriate messages.

• Launch an advertisement that will show the company sympathizes to the people about the
said incident.

• Create an event that will bring the product closer to the people.

4) IMC Program Elements

• Advertising Media:

- Advertising: TV, Newspaper:

-An internal video staff set up a live television feed via satellite to the New York

metro area (This allowed all press conferences to go national).

- Throughout the crisis over 100,000 separate news stories ran in U.S. newspapers, and

hundreds of hours of national and local television coverage.

• Public Relations:

-Publicity:

-Several major press conferences were held at corporate headquarters.

-Established a 1-800 hot line for consumers to call.

-Establish a toll-free line for news organizations to call and receive pre-taped daily

messages with updated statements about the crisis.

5) Results

• Rather than denying and arguing about the incident, Johnson & Johnson adopted
repentance and rectification. By using repentance, J&J asks forgiveness and took full
 responsibility to the crisis. J&J put an action of putting something right on this incident
and continue to strive a better service in the future.

References:
• Adamson, J. (1998, October 5). The Denny's discrimination story - and ways to avoid it
in your operation. Nation's Restaurant News, 32, 40.

• Albrecht, S. (1996). Crisis Management for Self Defense. New York: AMACOM.

• Brody, E.W. (1991). Managing Communication Processes: From Planning to Crisis

Response. New York, NY: Praeger Publishers.

• https://time.com/3423136/tylenol-deaths-1982/

• https://www.communiquepr.com/the-tylenol-murders-a-case-study/9950/