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Tylenol conducts Like Mom Does campaign

McNeil Consumer Healthcare has begun an online campaign for its Tylenol brand. The campaign, called "Like Mom Does," focuses on the ways in which mothers take care of sick family members. The initiative features a video depicting a mother caring for her son when he is sick as he grows up. The 90-second video is accompanied by a website at <> that encourages visitors to thank their mothers via social media messages. According to the company, the campaign is intended to differentiate Tylenol from other cold and flu medication brands by focusing on nuturing.

"'Like Mom Does' encourages Canadians to reflect on how moms and their families take care of each other through both good times and bad, a universal truth we can all relate to," said Arielle Notte, assistant brand manager for Tylenol. "Rather than focusing on product, we wanted the video to capture these emotional, shared experiences and inspire Canadians to reflect on their own memories with mom."

The campaign was developed by Edelman, with social media support from J3.

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