Tylenol Cool Caplets - A Missed Opportunity?
When I heard that Tylenol was launching a new mint flavored version of their popular pain reliever to increase its "hip" factor, I expected to find an engaging Web offering to support the initiative. Afterall, they broke ground with the innovative Marathon Start Line site that offered runners lots of great injury prevention and management content with very minimal Tylenol branding. In fact, you probably wouldn't realize the site was related to Tylenol at all if it wasn't for the tiny logo at the bottom and the Tylenol red color of the pages.
But back to the mint version ... to my disappointment, I found very little had been created online to support the Cool Caplets campaign. In fact, the link for more info about Cool Caplets at the bottom of the Tylenol Web site produced a 404 error.
For a brand trying to be hip, they seemed to have forgotten about the hippest medium out there.
You'll find a good story about the Cool Mint concept in this NY Times article:
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