With the help of Toronto pop duo, Loud Luxury, Tylenol Complete is turning the sounds of sickness – coughs, sneezes, and various phlegm situations – into a club ready dance track. The message of the song, which will be released through Soundcloud, is that with Tylenol Complete, one can go from feeling sick, to living one’s sickest life.

“The strategy focuses on maintaining Tylenol’s distinctive tone of voice while standing out in a crowded category,” explains Raj Gupta, ACD at OneMethod, which developed the campaign.

“For Tylenol Complete, the OOH media plan particularly capitalized on contextual channel placements like subway station platforms and GO trains, where the likelihood of catching a cold or flu is high, and where our target audience has idle dwell time to enjoy a sick beat.”

According to OneMethod, reaching Zillennials – a cohort of people born on the cusp of, or during the latter years of the Millennial generation and the early years of Gen Z – was especially important because “this audience values both planned activities and spontaneous experiences. Cold, cough, and flu symptoms can strike unexpectedly, disrupting their active lifestyles and causing them to miss out on these meaningful moments.”

OneVue handled the media for this campaign.