• Ad Age, Tuesday, August 8, 2006 12:30 PM

Pharmaceutical marketer McNeil wants to make it so easy for consumers to take medicine that it's introducing a new form of Tylenol pain reliever. It can be chewed rather than taken with water. The move comes after research revealed that 30 percent of households don't take medicine for headaches because it's too inconvenient. To make it easier, McNeil is launching Tylenol Go, backed by a sizable $30 million ad campaign beginning in October that promises "Fast headache relief wherever whenever." Advertising for the spearmint-ice-flavored chewables (in six-, 24- and 36-count packages) includes TV, national radio, print, outdoor, direct mail and online efforts. McNeil also will drop three newspaper inserts and conduct grassroots sampling efforts. Allen Adamson, managing director of branding agency Landor Associates, called the new product "an obvious, simple idea that I'm surprised didn't happen long ago, since the technology for chewable has been around a long time in kids' medicine."

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