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Tylenol was created as the first aspirin-free analgesic openly available on the market. This market changing drug was created by McNeil Laboratories in 1955 and was quickly bought by Johnson & Johnson (J&J) in 1959. By 1979, Tylenol became “the #1 branded product in the Health and Beauty Aid category, surpassing the eighteen-year leader, CREST Toothpaste”.
Tylenol experienced a major crisis in 1982 when seven Chicagoans were reported dead after consuming Extra Strength Tylenol. This posed the greatest public relations threat the company had seen from its inception until today. Tylenol took immediate action to protect its consumers and brand. In a two step plan, Tylenol executed what is now known as one of the greatest public relations …show more content…
There are multiple constructs for measuring corporate responsibility. J&J took the measure to ensure the greatest good for the greatest amount of people, while also ignoring the financial bottom line, and in that indicates that J&J were guided by corporate integrity, trust, and utilitarianism. In terms of the legal aspects of this case, J&J had to commit “reasonable” resources to find the cause of the event. In the 1980’s this would not have been considered corporate negligence as J&J was following the national procedure for making and distributing drugs. J&J’s decision to assist the police force, offer a reward for the killer, and declare a nationwide recall of Tylenol were all above and beyond the company's legal responsibilities.
The marketing campaign to save the brand image of J&J’s most lucrative drug was extremely successful. Although Tylenol did not garner back its one third share of the market, within a year Tylenol was at twenty-five percent of market share for a drug that most experts assumed would never sell another capsule. Tylenol was written-off by every marketing expert during the original days of the event. The company's commitment to integrity and corporate responsibility, alongside its marketing campaign, raised Tylenol from its expected
Tylenol was created as the first aspirin-free analgesic openly available on the market. This market changing drug was created by McNeil Laboratories in 1955 and was quickly bought by Johnson & Johnson (J&J) in 1959. By 1979, Tylenol became “the #1 branded product in the Health and Beauty Aid category, surpassing the eighteen-year leader, CREST Toothpaste”.
Tylenol experienced a major crisis in 1982 when seven Chicagoans were reported dead after consuming Extra Strength Tylenol. This posed the greatest public relations threat the company had seen from its inception until today. Tylenol took immediate action to protect its consumers and brand. In a two step plan, Tylenol executed what is now known as one of the greatest public relations …show more content…
There are multiple constructs for measuring corporate responsibility. J&J took the measure to ensure the greatest good for the greatest amount of people, while also ignoring the financial bottom line, and in that indicates that J&J were guided by corporate integrity, trust, and utilitarianism. In terms of the legal aspects of this case, J&J had to commit “reasonable” resources to find the cause of the event. In the 1980’s this would not have been considered corporate negligence as J&J was following the national procedure for making and distributing drugs. J&J’s decision to assist the police force, offer a reward for the killer, and declare a nationwide recall of Tylenol were all above and beyond the company's legal responsibilities.
The marketing campaign to save the brand image of J&J’s most lucrative drug was extremely successful. Although Tylenol did not garner back its one third share of the market, within a year Tylenol was at twenty-five percent of market share for a drug that most experts assumed would never sell another capsule. Tylenol was written-off by every marketing expert during the original days of the event. The company's commitment to integrity and corporate responsibility, alongside its marketing campaign, raised Tylenol from its expected