Tylenol (J&J): Tylenol suffered a series of missteps, bad press and problems over 2009 that challenged the brand's long standing equity of safe use. These included: 1) an FDA study group confirming the liver toxicity of acetaminophen as a concern; 2) the FDA acting to downsize the dosing instructions for acetaminophen including some combination products to avoid overdose; 3) bacterial contamination of a Tylenol product indicated for children; 4) chemical contamination of a Tylenol product indicated for the elderly; 5) a clinical trial demonstrating that acetaminophen dosing prior to vaccination of infants interferes with their immune response; and, 6) a clinical review claiming that acetaminophen increases asthma risk by 1.6 times. Much of this erosion can be attributed to a growing awareness of the drug's vulnerabilities versus its real world use, brand positioning and safety halo.
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