Shopper Marketing - July 2017 - 16

PROGRAMS

Tylenol

Continued from Page 1

By Chris Gelbach

neW brunSWiCk, n.J. - The national return to
market of Johnson & Johnson's Tylenol rapid
release gels in January represented the brand's
biggest product launch in years. Among its
activity, the manufacturer worked with Walgreens and agency partners on a campaign
that involved triple the investment of a typical
line extension, says J&J's Sandy Carlson, customer and omnichannel strategy director for
Walgreens.
The effort focused on positioning Walgreens as the destination for the reintroduced product, which
first rolled out in 2005
but was recalled in 2009.
The target audience was
one of transitional pain
sufferers - those who
don't quite suffer from
chronic pain, but who
often get headaches
or other pain episodes
brought on by physical
triggers like working out
or emotional triggers
like stress. Consumers
were encouraged to find Walgreens shoppers found Tylenol messaging
"fast working pain relief," in multiple locations, including in-line video
a tagline developed by displays, endcaps and floorstands.
Chicago-based agency Upshot specifically for
View, California-based Waze and its crowdWalgreens.
sourced traffic and navigation mobile applicaTo reach these consumers effectively, the
tion, as well as moment-based targeting from
launch included integration with Mountain
Aki Technologies, San Francisco, to drive har16

y SHOPPER MARKETING JULY 2017



Table of Contents for the Digital Edition of Shopper Marketing - July 2017

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
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