SITUATION
Tylenol is the undisputed No. 1 fever and pain reliever brand, widely recognized by everyone. However, awareness of the entire domestic Tylenol portfolio—including Tylenol ER, Tylenol Women's, and Tylenol Cold—remains low beyond its flagship product, Tylenol 500mg tablets.
Particularly, Tylenol Powder, Korea's first powder-form fever reducer and pain reliever launched in 2023, still has low consumer awareness. This results in significantly low rates of pharmacist recommendations and consumer-specified purchases. Therefore, a campaign was needed to boost product awareness for Tylenol Powder.
Given the pharmaceutical industry's inherent limitations on product giveaways or trials, Tylenol has traditionally focused on TVC communication. However, as this campaign promotes an unprecedented, innovative product, we aimed to break away from conventional pharmaceutical marketing formats.
SOLUTION
Cheil proposed a pop-up stores with a ‘magazine’ concept in Seongsu-dong, a hotbed for pop-ups, showcasing Tylenol's brand and products. The pop-up was structured into seven chapters, allowing consumers to experience the philosophy and history of the Tylenol brand, as well as the unique benefits of Tylenol Powder—the NEXT CHAPTER in pain relief—through all five senses.
- Chapter 1: Titled “Innovation Starts in Small Place,” the space recreated McNeil Pharmacy, where Tylenol began as a small pharmacy and grew into the global brand it is today.
- Chapter 2 moves to the Innovation Journey space, conveying the value of Tylenol's brand slogan, “Care without limit,” and detailing the brand's key journey to date.
- Chapter 3 showcases Tylenol's global stature and diverse domestic product portfolio, communicating its expertise as a pain reliever covering not only various pains but also colds.
- Chapter 4 delivers an interactive media experience that instantly eliminates various pains, allowing visitors to experience Tylenol's rapid pain relief firsthand.
- Chapter 5 poses the question: “What if pain strikes in a waterless desert?” It visually recreates a desert landscape to powerfully convey the unique advantage of Tylenol Powder, which can be taken conveniently without water.
- Chapter 6 is a ‘Science Behind’ space where consumers directly observe Tylenol powder particles under a microscope.
- Finally, the T Magazine Zone, crowning the Tylenol brand experience, offers consumers the unique experience of becoming the cover star of T Magazine. This enhances the collectible value of T Magazine, a product brochure containing detailed information, and encourages voluntary viral sharing.
RESULTS
Despite significant restrictions in the pharmaceutical industry, we achieved 16,626 visitors, far exceeding our initial target.
Through the brand pop-up store, we distributed 10,623 product brochures and secured 660 pieces of organic content.
Survey results from visitors to the pop-up store showed that 90.6% felt Tylenol was an innovative brand after the experience, and 93.2% expressed a desire to purchase Tylenol Powder. This indicates the initiative positively shaped an innovative brand image and influenced purchase intent.
