Tylenol Warming Liquids hit shelves in time for cough-cold season

FORT WASHINGTON, Pa. McNeil Consumer Healthcare recently launched three new cough/cold SKUS—under the brand name Tylenol Warming Liquids—that will both help to relieve cold symptoms, and as a point of differentiation, couple that relief with a “gentle warming sensation.”

It’s not the first time the venerable over-the-counter manufacturer has infused a sensory component into its product offerings. The company began branding its line of cough/cold/allergy and analgesic non-liquid medicines with a cool mint flavor dubbed Cool Burst in 2004.

While the line extension strategy does little to improve the efficacy of the medicine—it's neither intended to, nor is it marketed so—McNeil consumer research has found that customers treating their headaches or sniffles nevertheless feel better about taking a flavorful pill, and now a sensory liquid.

McNeil first test-marketed the strategy with the launch of Tylenol Sinus Severe Congestion with Cool Burst in September 2003. McNeil followed that launch into the pain relief section with Adult Extra Strength Tylenol Cool Caplets in April, 2004.