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____________________________________ cyanide-laced Tylenol capsules (1982)
The crisis: Seven people died after taking extrastrength Tylenol capsules that had been laced with potassium cyanide, a deadly poison. The killer was never found.
How J&J responded: The company put customer safety first. It quickly pulled 31 million bottles of Tylenol -$100 million worth -- off the shelves and stopped all production and advertising of the product. It also got involved with the Chicago Police, FBI, and FDA in the search for the killer, and offered up a $100,000 reward.
Post-crisis: The company reintroduced Tylenol with new tamper-resistant packaging and $2.50-off coupons.
The Result:
A go-to case study in MBA classes worldwide, Tylenol's response to the tragic 1982 Chicago murders is regarded as one of the most successful sequences of crisis management in history.
The media appreciated the lengths J&J went to and its concern for the public interest, so the company was portrayed generally in a good light, helping the Tylenol brand to recover.
Thankyou!
Questions?
The crisis: Seven people died after taking extrastrength Tylenol capsules that had been laced with potassium cyanide, a deadly poison. The killer was never found.
How J&J responded: The company put customer safety first. It quickly pulled 31 million bottles of Tylenol -$100 million worth -- off the shelves and stopped all production and advertising of the product. It also got involved with the Chicago Police, FBI, and FDA in the search for the killer, and offered up a $100,000 reward.
Post-crisis: The company reintroduced Tylenol with new tamper-resistant packaging and $2.50-off coupons.
The Result:
A go-to case study in MBA classes worldwide, Tylenol's response to the tragic 1982 Chicago murders is regarded as one of the most successful sequences of crisis management in history.
The media appreciated the lengths J&J went to and its concern for the public interest, so the company was portrayed generally in a good light, helping the Tylenol brand to recover.
Thankyou!
Questions?
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