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.
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