How Tylenol seeks to support mothers in its latest campaign

The effort is an example of how companies are keen to emphasize compassion and empathy as consumers struggle to maintain balance after more than a year of crisis.

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For Mother’s Day this year, Tylenol knew it needed to have a fresh approach.

Women have had an especially difficult time during the COVID-19 crisis, with extra household duties and family responsibilities creating more tension for working moms. The impossible juggling act has forced many women out the workforce altogether. That’s why many brand managers are looking to offer messages of support and empathy—and turn down the noise on messages about perfection and performance.

For the leadership team behind Tylenol’s latest campaign, showcasing a larger representation of women helped make the storytelling clear. The new spot is part of Tylenol’s “Care Without Limits” campaign.

Representation matters

A remarkable 83% of the leadership team for this campaign was made up of women, which had an important impact on the message and execution the campaign, as well as its impact for consumers.

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