Word: nonaspirin
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Dates: during 1983-1983
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...market share it held before the still unsolved poisonings. "It's a miracle, pure and simple," said Joseph Riccardo of the Bear, Stearns investment banking firm. "The consensus among shrewd advertising executives on Madison Avenue was that the brand name would never recover." Indeed, after the deaths the nonaspirin drug's share of the $1.2 billion painkiller market fell from 35% to 7%. In a poll, a majority of Tylenol users said they probably would never return to the capsules...
...role of self-sacrificing servants of the people. They generated enormous public sympathy and managed to convince most Tylenol consumers that [the consumers] owed the company cooperation in saving the product." Tylenol's share of the market has climbed back to nearly 29%, despite the fact that other nonaspirin brands, including Anacin-3, Panadol and Datril, are offering stiffer competition than the company faced a year...
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