To this day, this is one of the campaigns I’m most proud of, even though I was just a senior writer at the time.

Led by ECD Jeff Huggins, we took a pain reliever existing in a category where everyone was saying the same thing and gave it a voice that set it apart from the rest in a bold way.

Like running ads that led with all the ways you could avoid taking Tylenol in the first place.

“Feel Better” engaged people in conversation about their health. And educated consumers on pain prevention at the expense of suggesting Tylenol as the first line of defense.

2009 Bronze Effie, Feel Better, Tylenol