((Image taken from http://abcnews.go.com/sections/business/DailyNews/productrecalls_000831.html.)
The Tylenol Corporation faced what would have a potentially devastating crumble if not for the quick attention and public relations strategy implemented in 1982. The company faced what would have been a complete demise associated with cyanide-laced capsules placed into bottles and causing the death of seven people. Upon hearing the news from the media Johnson & Johnson chairman, James Burke formed a seven-member strategy team. The main objectives for their recovery attempt were to first: protect the people and second: figure out how to save the product. (http://www.ou.edu/deptcomm/dodjcc/groups/02C2/Johnson%20&%20Johnson.htm) J&J didn’t think twice. They utilized the media to announce to the public the immediate discontinuation of the product until further notice. (http://www.aerobiologicalengineering.com/wxk116/TylenolMurders/crisis.html) J&J also established a 1-800 number for consumers and for news organizations to call to receive daily messages with updated statements about the crisis. (Berge, 1990). Destroying 31 million capsules came at a hefty price tag of $100 million. (http://www.usatoday.com/news/opinion/editorials/2004-03-17-dezenhall_x.htm)
In the weeks to come, the company reintroduced the capsules with triple-seal tamper-resistant packaging. Tylenol gained the trust of the medical community and consumers through several tactics and ultimately gained much of its market share back in a matter of months. (http://www.prssa.org/blog/post.aspx?Id=10) I think one of the best illustrations demonstrated by the Johnson and Johnson Corporation was there intent to protect their customers no matter what the cost. In 1982, I was 8 years-old and I remember the direct impact it had on my community. All the adults were talking about the tampering of the Tylenol bottles and the overall affect it would have on everyday life. For me and countless other children that meant Halloween. Parents were fearful of contamination to our candy we received when we went trick or treating. If someone could tamper with capsules, they could surely tamper with candy that was simply wrapped in a plastic covering. The scare lasted for some time, although we were not in Chicago.
In the weeks to come, the company reintroduced the capsules with triple-seal tamper-resistant packaging. Tylenol gained the trust of the medical community and consumers through several tactics and ultimately gained much of its market share back in a matter of months. (http://www.prssa.org/blog/post.aspx?Id=10) I think one of the best illustrations demonstrated by the Johnson and Johnson Corporation was there intent to protect their customers no matter what the cost. In 1982, I was 8 years-old and I remember the direct impact it had on my community. All the adults were talking about the tampering of the Tylenol bottles and the overall affect it would have on everyday life. For me and countless other children that meant Halloween. Parents were fearful of contamination to our candy we received when we went trick or treating. If someone could tamper with capsules, they could surely tamper with candy that was simply wrapped in a plastic covering. The scare lasted for some time, although we were not in Chicago.
1. Tylenol Murders
2. Johnson & Johnson Tylenol Crisis
3. Tylenol Can't Cure All Crises
4. Tylenol's Crisis Plan
5. Berge, T. (1990). The First 24-Hours. Cambridge, MA: Basil Blackwell, Inc.
2. Johnson & Johnson Tylenol Crisis
3. Tylenol Can't Cure All Crises
4. Tylenol's Crisis Plan
5. Berge, T. (1990). The First 24-Hours. Cambridge, MA: Basil Blackwell, Inc.
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