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(electronica whooshing)

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- [Computer Voice] Newsbreak.

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- Five people are dead

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and a sixth near death in the Chicago area

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after they took Tylenol capsules

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that had been laced with poison.

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(rock music)

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- Somebody went, put
cyanide into the capsules

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and seven people died in Chicago.

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- Can I just say they
never found the dude.

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- It was like crazy.

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Everybody just started throwing
out their Tylenol, uh uh.

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- [Tara] Tylenol is a pain
reliever and fever reducer.

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It is used to treat many conditions

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such as headache, muscle
aches, arthritis, back aches,

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tooth aches, colds and fevers.

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It is marketed as an effective painkiller

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without the side effects of aspirin.

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It originally was marketed
towards physicians

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and pharmacists

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as a safer alternative to aspirin.

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The brand Tylenol was created

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with the development of Tylenol
elixir for children in 1955.

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The name was created

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by using the letters of its
main ingredient, acetaminophen.

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The sales team at McNeil Laboratories,

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which was founded by Robert
McNeil formed this name.

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McNeil Laboratories was
purchased by Johnson & Johnson

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in 1959 for 33-million dollars.

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In 1960,

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McNeil Laboratories sold
their first non-prescription

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called Tylenol under Johnson & Johnson.

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Tylenol soon after

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became one of Johnson & Johnson's

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most popular over-the-counter drugs.

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Tylenol sells a variety of
self healthcare products

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to tackle some of the most
common issues of a cold or flu.

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These include relieving
pain, reducing fevers

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and relieving the symptoms
of allergies and coughs.

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With the goal to become

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the leader of the
over-the-counter sales worldwide,

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Tylenol has hundreds
of different products.

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- [Drew] In 1982, seven
people were reported dead

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from the use of Extra Strength Tylenol.

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It was reported that the
capsules had been tampered with

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in the production process,

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which means that someone

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had purposely tampered with the capsules

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by putting a 65-millimeter dose of cyanide

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in each of the Tylenol capsules.

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Cyanide is a poisonous chemical
compound that has many uses,

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but most notably had been used to poison

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and kill humans throughout history.

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There were seven people who were killed

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in the 1982 Tylenol crisis,
which included Mary Kellerman,

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the first to be killed
at only 12-years old,

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who was found dead face
down on the bathroom floor.

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27-year old Adam Janus

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died shortly after being
admitted to the hospital.

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Stanley and Theresa Janus,

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brother and sister-in-law of Adam.

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27-year old Mary Reiner,

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who was taking Tylenol after
giving birth a few days before.

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A United Airlines stewardess Paula Prince

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and the last victim Mary McFarland.

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All the victims were from
Illinois near the Chicago area.

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It was discovered by two firefighters,

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Philip Cappitelli and Richard Keyworth,

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who discovered that each of the victims

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had all taken Tylenol
Extra Strength capsules.

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- [Reporter] Five people are now dead,

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one in critical condition

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after taking Extra Strength Tylenol.

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- [Laura] Johnson & Johnson

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faced their worst nightmare in 1982.

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People were dying from using their product

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which had been tampered with.

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The crisis team handled the
poisonings in two phases,

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while sticking to their credo.

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The first call to action

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came from Johnson & Johnson's PR team.

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They alerted the public via the media

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to immediately stop consumption
of all Tylenol products.

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Johnson & Johnson suffered
1.24-billion in losses

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from the recall of over 31-million vials

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of Extra Strength Tylenol.

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Many people thought Tylenol

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would never recover from this hit.

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It is two of Johnson & Johnson's reaction

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was the comeback phase.

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The company took full responsibility
for the deaths in 1982.

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They wanted to inform the public

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that Tylenol was still a
safe and dependable product.

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Tylenol came out with new packaging,

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sealed lids

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with the warning to not use if
seal has been tampered with.

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Coupons were given out and a
new pricing program was set up.

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Salespeople went to meet
with the medical community

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to put Tylenol back in the market.

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By standing by their credo,

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they were able to maintain
their market share

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as a solid competitor in the industry.

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- [Aniello] Before September 29, 1982,

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manufacturers such as Johnson & Johnson

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felt that if they made a good product

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and dealt fairly with consumers,
retailers and employees,

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they can maintain a positive image

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and be considered customer friendly.

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The corporation had a positive
image among its employees.

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It was listed as one of the
hundred best places to work.

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The company credo was written
by Robert Wood Johnson

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in 1943.

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The Johnson & Johnson creator emphasizes

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putting the consumer first,

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a concept that would
make all the difference

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during the mass Tylenol
recalls in the early 80's.

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The credo identifies
four primary stakeholders

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and addresses the company
duties to each group.

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These groups include consumers,
employees, communities

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and stock holders.

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The credo sticks to serve
consumers by keeping costs low,

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so reasonable prices can be maintained

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and promptly and currently
servicing consumer order.

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To address the needs of its employees,

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the credo maintains

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that Johnson & Johnson will
provide a sense of job security,

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fair and adequate compensation

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and clean and safe working conditions.

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Under addressing consumers
and employees as individuals,

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Johnson & Johnson credo
goes on to address itself

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within the community.

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It defines good citizen as
those who support good works,

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charities and who accept
their fair share of taxes

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with the belief that this will
encourage civic improvement

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and lead to better health and education

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within each community.

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The last section of the
Johnson & Johnson credo

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addresses stockholders.

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Johnson & Johnson emphasizes
the importance of innovation

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in generating a fair
return for stockholders.

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To develop new ideas,

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Johnson & Johnson is committed
to conducting research

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and they're offering new programs,

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purchasing new equipment and facilities

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to aid in launching new products

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and creating reserves for
protection of adverse climate.

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A small, but significant
section of the credo

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states that mistakes must be paid for.

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This was blindly demonstrated

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during the 1982 Tylenol recalls.

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The Johnson & Johnson credo

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that guided the company's
crisis team through the ordeal

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are saving the company's image,

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even as news accounts reported

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the company's Tylenol product
was killing consumers.

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The poisoning made it
necessary for Johnson & Johnson

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to launch a public relations
program immediately

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in order to save the integrity
of both their product

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and their operation as a whole.

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Johnson & Johnson handling of
the Tylenol tampering crisis

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is considered by the
public relation experts

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to be one of the best in the
history of public relations.

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(electronic rubbing)