When US President Donald Trump claimed last week that Tylenol (sold locally as Panadol) “causes autism” and told expectant mothers to “tough it out,” marketers braced for fallout.
But according to Thinkerbell co-founder and consumer psychologist Adam Ferrier, the controversy may actually help the brand.
“Saliency tends to trump brand meaning. So people being aware of you seems to be a bigger predictor of success rather than what you stand for,” Ferrier told Mediaweek.
“Tylenol being dragged through the mud won’t have anything to do with sales. If anything, sales will probably increase because more people will be aware.”
Ferrier added that in most PR disasters, as long as the brand isn’t at fault and the claims lack credibility, the sales impact tends to be minimal.
“In the short term… nothing really, it won’t have a significant sales impact. But overall, the complexity of marketing and volatile communications landscapes means that marketers are going to have to coordinate earned media, own media, paid media, and get all those things working together much more deftly than they ever have before,” Ferrier said.
Donald Trump announcing the Tylenol-autism claims
Global review adds intrigue
Against that backdrop, Tylenol parent Kenvue has announced a sweeping global review of its creative and media agencies. The scope spans media, brand and production – covering creative, influencer, healthcare communications, shopper and commerce.
Kenvue said the review aims to “simplify how we work, enhance executional excellence, and better align our partners to support our global growth agenda.” The company spent US$1.6 billion on advertising in 2024, up from US$1.3b the previous year.
Beyond one brand crisis
While the timing has raised eyebrows, the company insists the shake-up is broader than Tylenol. Kenvue manages a global portfolio that includes Listerine, Neutrogena, Aveeno, Band-Aid, Motrin and Johnson’s Baby.
Ferrier says the real test will be long-term brand management. “Corporate reputation and media are going to play an increasingly significant role in marketing, especially when navigating volatile landscapes with unpredictable leaders and external shocks,” he said.
In future agency reviews, he expects coordination between paid, owned, earned and shared media to become critical.
With political noise swirling around Tylenol, Ferrier’s view reframes the crisis: more exposure could lift sales in the short term, while Kenvue’s global review signals the company is already planning for the long game.