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PR Case Study: 1982 Tylenol Murders

PR Case Study: 1982 Tylenol Murders

Ratings: (0)|Views: 1,396 |Likes:
Published by Shannon McClennan
Beginning Wednesday, September 29, 1982, seven people in and around the Chicago, Illinois area, died suddenly after ingesting Extra-Strength Tylenol capsules. Investigation confirmed that an unknown person or persons replaced the contents of eight bottles of Tylenol Extra-Strength capsules with cyanide-laced capsules. It was believed the unknown party removed Tylenol bottles from a number of pharmacies and markets in and around Chicago and returned the tampered bottles to shelves at a later date. Before this event, Tylenol was the most successful over-the-counter product in the United States with over one hundred million users. Tylenol was responsible for 19 percent of Johnson & Johnson’s corporate profits during the first thee quarters of 1982 and accounted for more than 30 percent of the company’s year-to-year profit growth. Tylenol controlled 37 percent of its market with revenue of about $1.2 million. Immediately after the cyanide poisonings, Tylenol’s market share reduced to seven percent. The following case study illustrates the steps Johnson & Johnson took to successfully rebuild their brand in and recover 70 percent of its market share in as little as five months.

Case study presented as part of Mount Royal University’s Public Relations Certificate (2009)
(C) 2009 Shannon, David, Eli, Amy and Jill
Beginning Wednesday, September 29, 1982, seven people in and around the Chicago, Illinois area, died suddenly after ingesting Extra-Strength Tylenol capsules. Investigation confirmed that an unknown person or persons replaced the contents of eight bottles of Tylenol Extra-Strength capsules with cyanide-laced capsules. It was believed the unknown party removed Tylenol bottles from a number of pharmacies and markets in and around Chicago and returned the tampered bottles to shelves at a later date. Before this event, Tylenol was the most successful over-the-counter product in the United States with over one hundred million users. Tylenol was responsible for 19 percent of Johnson & Johnson’s corporate profits during the first thee quarters of 1982 and accounted for more than 30 percent of the company’s year-to-year profit growth. Tylenol controlled 37 percent of its market with revenue of about $1.2 million. Immediately after the cyanide poisonings, Tylenol’s market share reduced to seven percent. The following case study illustrates the steps Johnson & Johnson took to successfully rebuild their brand in and recover 70 percent of its market share in as little as five months.

Case study presented as part of Mount Royal University’s Public Relations Certificate (2009)
(C) 2009 Shannon, David, Eli, Amy and Jill

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Published by: Shannon McClennan on Aug 17, 2010
Copyright:Attribution Non-commercial

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12/15/2012

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(C) 2009 Shannon, David, Eli, Amy and Jill
PR in PracticeShannon, David, Eli, Amy, Jill
Case Study: Tylenol Murders
 
(C) 2009 Shannon, David, Eli, Amy and Jill
What Happened?
September 30, 1982 –Chicago, IL and surroundingarea
Seven people die suddenly after ingesting Extra-Strength Tylenol capsules
Investigation confirmed unknown person/personsreplaced contents of eight bottles with cyanide-laced capsules
 
(C) 2009 Shannon, David, Eli, Amy and Jill
What Happened?
McNeil Consumer Products –subsidiary of Johnson & Johnson –makers of Tylenol
Found out about crisis when reporter contacted PRdepartment for comment

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