Message to Public
Do not take Extra-Strength Tylenol capsules. Bring them back and we will replace them with tablets.
- Channel
- National ads, TV and radio news
- Voice
- James Burke, chairman
- The ask
- Stop, and return capsules
Johnson & Johnson Leadership briefing Oct. 5, 1982
Week one Crisis communication
The public comes first, whatever it costs.
Extra-Strength Tylenol capsules. Chicago area, September 29 to October 1, 1982.
For the leadership team. Facts as of October 5.
01 What happened
Seven people died from capsules poisoned after they left our plants.
What we know
- Cause
- Potassium cyanide, inside Extra-Strength Tylenol capsules.
- Deaths
- Seven people in the Chicago area, September 29 to October 1.
- Source
- Tainted lots came from two plants, Pennsylvania and Texas. The poison went in after the bottles left us.
- Where
- Tainted bottles traced to six stores, in the city and the suburbs.
What we don't know yet
- Who did this.
- How many bottles were opened.
- Whether it ends in Chicago.
As of Oct. 5, 1982
02 People first
Every decision here starts with seven families.
- Anyone with capsules at homeA national warning not to take them, and tablets in exchange for every bottle.
- Hospitals and distributorsDirect warnings from us, before they read it in the paper.
- The investigationFull cooperation, and a $100,000 reward for information.
In memory
- Mary Kellerman
- Adam Janus
- Stanley Janus
- Theresa Janus
- Mary Reiner
- Mary McFarland
- Paula Prince
Chicago area · Sept. 29 to Oct. 1, 1982
03 The decision
We recall every capsule bottle, nationwide, today.
- Scope
- Nobody can say the poisoning stops at Chicago.
- Oct. 5
- A copycat poisoning attempt in California.
- Cost
- About $100 million at retail. We accept it.
31 million
bottles of capsules, off every shelf
04 Why
Our credo settled this in 1943.
It ranks who we answer to. Customers first, stockholders last.
- 1 The people who use our productsDoctors, nurses, patients, mothers
- 2 Our employeesEvery plant, every office
- 3 Our communitiesWhere we live and work
- 4 Our stockholdersServed last, by design
05 Message matrix
Five audiences, one set of facts, all told the same day.
06 Who speaks
One voice for the company. Investigators speak for the case.
Lead voice
James E. Burke
Chairman and CEO, Johnson & Johnson
Speaks for the company: the decision, the recall, what people should do.
- David CollinsChairman, McNeil Consumer ProductsThe product, the plants, the recall
- Dr. Thomas GatesMedical director, McNeilMedical questions, from doctors and the public
- Lawrence FosterCorporate VP, public relationsPress calls, briefings and statements
We do not speak to suspects, evidence or motive. That is the FBI's and the task force's to say.
07 Timeline of actions
Six days from the first death to a national recall.
Oct. 5
A copycat attempt in California. With the FDA, we recall every capsule bottle nationwide.
08 What we will change
Three seals, so a tampered bottle looks tampered.
On every label Do not use if any seal is broken.
09 How we will update
We update on facts, never on guesses.
- When a fact changesRegulators, customers and the press hear it from us first, within the hour.
- Every morningOne written fact sheet: what we know, what we do not, what to do.
- Before capsules returnThe new packaging, shown in public, before a single bottle ships.
- NeverA guess about the investigation, or a date we cannot keep.
Next written update: tomorrow morning, Oct. 6