Although Tylenol Complete is an established brand in China, the packaging looks different in Canada. As a result, newcomers end up switching to a different brand at retail.

Tylenol needed to reintroduce itself to new Chinese-Canadians by showing that it’s the same product they trust and can bring the comfort of home closer to them. A Bronze Targeting-winning campaign aligned Tylenol Complete to the audience’s biggest holiday: Chinese New Year, which is a celebration of good health and prosperity.

The brand tapped into ideas of home, love, and togetherness. The campaign, with media by UM, included pre-roll on iTalkBB, a top Chinese streaming service, as well as in Sing Tao, Canada’s largest Chinese language newspaper. The creative also showcased the number eight (which in Chinese culture is most associated with wealth and luck) to highlight Tylenol’s ability to fight eight cold and flu symptoms.

The targeted campaign drove newcomers to act, with the brand seeing a 22% increase in share performance inside ethnic stores versus non-ethnic.