The target market for Tyenol is quite a large one from 18-85 for both males and females. 60% of Tylenol pm users are female and the brand started marketing to gay men in 2003. Tylenol pm ads began to run in magazines such as The Advocate and Out magazine."We're making a shift to niche advertising from mass efforts," says Bill Donovan, marketing manager for Tylenol PM. "We didn't want to look too stereotypical or contrite," explains Jim Joseph, president of CP Partners, Princeton, NJ, which created the gay campaign.
"We wanted to let folks know that we understand their lives and that a busy, active lifestyle can produce things that won't let them sleep. The details of the (man's) day are meant to be loose, it could be muscle pain from a workout, tension headache from work, or a night out with friends. The message is you can wake up fresh and do it all over again."
"He found that research showed the gay market has "some great characteristics for a sleep aid,"
Gay households tend to travel allot more and also have fewer children.
The Tylenol gay ad campaigns will be focused on men in there 30's.
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