TYLENOL®, once the dominant adult analgesic, went from the category leader to a struggling brand with rapidly declining market share. The brand didn’t just lose consumers’ business – it lost their love.

Target 10's challenge was to raise brand awareness and promote the product’s unique benefits among gay men, the population most at-risk in the U.S., and do it in a way that stands out from 30+ years of messaging in the fight against HIV, much of which looks and feels the same.

Longtime client Johnson & Johnson challenged Target 10 to develop and execute a strategic marketing plan with an internal team of J&J executives that would build a strong, authentic relationship between the company and the LGBTQ+ community while driving sales and supporting the company’s diversity initiatives.

Target 10 was asked to develop HBO’s strategic approach to LGBTQ+ consumers, a priority segment for the network.

Over six months, Target 10 dug deep into the consumer, brand, and category to develop a strategic platform for Starwood and its nine hotel brands.