Media spoke visually and temporally to the notion of speed, including: 15 spots showing a RRG pill exploding and releasing medicine. Radio featured famed DJ Delilah voicing branded vignettes about her “rapid” lifestyle and how she seeks “relief”. Online ads boasted images of stopwatches and at the motor racing circuit, posters advised bathroom goers to “go fast”.

Consumption exceeded forecast by $4.1MM (+7%);Total Adult Tylenol share up 16% vs. last year;6 months aided awareness +18% vs goal;Trial at 5.8% after 6 months, +76% of the goal;Repeat purchase at 20.6%, 23% above the goal.