1. The Johnson & Johnson Tylenol Crisis
Elise Abramson
Stephanie Zhao

2. Background Tylenol, Band Aid, Acuvue, Neutrogena, Benadryl, Listerine
Est by James Wood Johnson, Edward Mead Johnson, and later Robert Wood Johnson
First produced antiseptic surgical dressings
$50.5 billion in sales in 2005

3. Tylenol Scare
In 1982 an unknown criminal laced Tylenol with cyanide and placed the bottles back on the shelf to be purchased
This lead to seven people’s deaths in the Chicago area.

4. Johnson & Johnson’s Response
Johnson & Johnson ordered the recall of 264,000 bottles of Tylenol and cooperated with the news media and authorities to keep the public well informed
J & J advertised that individuals should not consume Tylenol products
Offered to exchange capsules that had already been purchased
J & J posted a $100,000 reward for capture and conviction of the “Tylenol killer”

5. Impact of the Scare Market share of Tylenol collapsed from 35% to 8%
Due to the caring handling of the crisis it only took six months for the brand to recover its market share
J & J then released a new safety-sealed Tylenol a short time later  
J & J led the way in over-the-counter packaging reforms

6. Works Cited