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Event Date: September 25, 2008
Tylenol: Setting the Gold Standard for Effective Product Recalls
Albert J. Tortorella
Managing Director - Crisis Management
Ogilvy Public Relations Worldwide (Los Angeles)
Albert Tortorella is best known for counseling Johnson & Johnson in its reintroduction of Tylenol to the market following its 1982 crisis of a deadly product tampering that led to the recall of 31 million bottles of the painkiller from all retail outlets. Johnson & Johnson’s share of the then $1.2 billion analgesic market had plunged to 7 percent from 37 percent immediately following the crisis. However, under Tortorella’s guidance, the company was able to successfully return to the marketplace and continue to compete in the product category. In this session he will share the secret to the success of the public relations campaign that saved Tylenol. Tortorella will also provide the audience with insight into the “Eight Characteristics of Crisis Management” that will be a template for you to follow in understanding what or what not to do when the unthinkable occurs.