Week 6 BOC | Tylenol Scare 1982

 

In 1982, the Tylenol brand was put to the test. Because of a terrorist-like attack, unknown criminals tampered with certain Tylenol bottles and filled them with poisonous capsules that can easily kill a human being. As a result, seven people died in the Chicago area. The way Tylenol handled this crisis was very impressive and possibly saved the brand that people know and trust. People, who work for the Tylenol brand, took many steps in order to save their company: “Once the connection was made between the Tylenol capsules and the reported deaths, public announcements were made warning people about the consumption of the product” (Susi). They not only used the media to warn the public, they also took action and recalled as many bottles of Tylenol from stores to take precaution: “It placed consumers first by recalling 31 million bottles of Tylenol capsules from store shelves and offering replacement product in the safer tablet form free of charge” (Rehak). This was a very noble and humbling thing to do for a brand because it was very costly: "Johnson & Johnson spent more than $100 million for the 1982 recall and relaunch of Tylenol” (Rehak). Tylenol proved to the public that they are a company that will put the consumers’ health and safety before their own financial stability;“By withdrawing all Tylenol, even though there was little chance of discovering more cyanide laced tablets; Johnson & Johnson showed that they were not willing to take a risk with the public's safety, even if it cost the company millions of dollars. The end result was the public viewing Tylenol as the unfortunate victim of a malicious crime” (Broom, 1994). The public viewed Tylenol as a trusted company that did whatever it took to help and serve the public, even though the Tylenol brand was the victim of a horrible crime. Nevertheless, the brand had to simply do the right thing in order to stay alive and, of course, Tylenol’s actions did not go unnoticed: “Johnson & Johnson’s responsibility to its public first proved to be its most efficient public relations tool. It was the key to the brand’s survival” (Susi). I have the up-most respect for the Tylenol brand for taking the correct actions and for being the epitome of a great brand. They have proven that even when facing a life-threatening crisis, they are a trusting brand. At the time, they were highly-praised and respected for protecting their brand and the people.

Sources: 

1.     "Case Study: The Johnson & Johnson Tylenol Crisis." Crisis Communication Strategies. N.p., n.d. Web. 14 Aug. 2013. <http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm>.

2.      Rehak, Judith. "Tylenol Made a Hero of Johnson & Johnson." The New York Times. The New York Times Company, 23 Mar. 2002. Web. 14 Aug. 2013. <http://www.nytimes.com/2002/03/23/your-money/23iht-mjj_ed3_.html>.

3.       Susi, Reyna. "Tylenol Scandal and Crisis Management." Tylenol Scandal and Crisis Management. N.p., 2002. Web. 14 Aug. 2013. <http://iml.jou.ufl.edu/projects/fall02/susi/tylenol.htm>.