PR & the Tylenol Tampering Incidents
TAMPERING INCID
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This research examines the actions of the Johnson & Johnson Corporation concerning public relations in conjunction with the Tylenol product tampering incidents. The first Tylenol analgesic products criminal product tampering case occurred in September 1982, while the second occurred in February 1986 (Buchholtz, Evans, and Wagley, 1989). Tylenol products are manufactured and marketed by McNeil Consumer Products, a wholly owned subsidiary of Johnson & Johnson (Lee, 1986). The major decisions in the Tylenol case, however, were made at Johnson & Johnson corporate headquarters, rather than at McNeil Consumer Products headquarters. Seven persons in the Chicago area died as the result of criminal tampering with Tylenol capsules in September 1982 (Sethi and Falbe, 1987; Burke, 1986). The company gained a great deal of public support for its efforts during this period; however, its profits suffered because of the combined effects of legal costs, developing tamper proof packages, product recall, and marketing programs designed to rebuild demand (The Tylenol Comeback, 1983). The second instance of criminal product tampering with Tylenol capsules occurred in February 1986, when a Westchester County, New York woman died following ingestion of one of the poisoned capsules (Burke, 1986). Once again, top management at Johnson & Johnson reacted in a commendable man
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jurious to Johnson & Johnson.
Further, Johnson & Johnson was faced with the problem of rebuilding consumer confidence in Tylenol products, as well as absorbing costs related to legal costs, packaging research, product recall, and marketing programs designed to rebuild demand. Being perceived by the general public as a corporation which could be relied upon to act in a socially responsible manner was not the same as retaining full public confidence in its Tylenol product in the wake of another product tampering incident.
Following the February 1986 criminal product tampering involving Tylenol, Johnson & Johnson made a decision to cease production and marketing of all over the counter capsule analgesics, and to rely solely on non capsule media (Burke, 1986; Buchholtz, Evans, and Wagley, 1989; Sethi, and Falbe, 1987). This production media change was costly to the company in terms of both the production change over process, and in terms of the marketing time lost. Over the longer term, however, the strategy proved to be both socially responsible, and effective with respect to marketing.
The Public Relations Effort
In response to the first Tylenol product tampering incident, Johnson & Johnson was highly successful in creating a
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Approximate Word count = 1488
Approximate Pages = 6 (250 words per page)
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