BY GARY ANDRES

appeared in the Weekly Standard

In 1982, Tylenol faced a potentially lethal brand crisis.  Someone tampered with its packaging in a number of Chicago retail locations, randomly lacing the pain relief capsules with cyanide.  Fear and chaos ensued.  Seven people died, and the well known product risked commercial extinction.

Fortunately, the company slowly clawed its way back from the abyss through a combination of smart repackaging and crisis communications.
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