I found a great print ad for Tylenol's latest campaign, "Feel Better". Half the page is a stack of pillows (like from your bed) and the other half is a paragraph of copy about how you can tell if your pillow is still good and why a good pillow is crucial to a good night's sleep. It also mentions how Tylenol PM Rapid Release Gels can help too. I love this ad. I love that it talks about pillows (admittedly, my favorite pillow is a floppy one from my childhood). I love the voice, the tone, and the compelling way it sneaks up on me and sells me an over-the-counter medicine that I didn’t realize I needed (no headache). So I went to Tylenol’s web site to see all the ways it wanted to help me feel better. At first I noticed the same clean look of the print ad, and the solutions-oriented approach to navigation, but then the experience just started to drop off. Yes, there is a lot of content about dealing with aches and pains, but it just feels like a bunch of content–it doesn’t speak to me like the ad does. And yes, the site does have a list of recommended products alongside the articles about alleviating various types of pain, but it doesn’t integrate products as smoothly as the ad. What a miss for Tylenol in the purely creative sense, and what a miss on the opportunities to make the Feel Better campaign more engaging and personal.
Tagged as: engaging, personal
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