After the relaunching of the new look Tylenol® and coinciding with the later launch of Tylenol® PM, we needed to design the next in-store vehicles for that would support the following product launches for the brand.   

To increase the visibility of Tylenol® products year-round (especially Extra Strength Tylenol®) and drive cross-purchase by creating a semi-permanent structure to be up year-round, with modular shelving & graphics that can be swapped out throughout the year to match with seasonal mega-brand targets.

Communication Direction: 

1. Tonality- Reliable, Confident, Accomplished, Authentic 

2. Leverage a sense of Tylenol® mega-brand equity(red) while being brand family agnostic. 

3. Attract shopper attention 

4. Call out separate conditions on each side - Pain / Sleeplessness / Pediatric / Seasonal 

5. Regain market share in category 

6. Drive in-store conversion

2015