2025 Winner
BronzeBest in Audio Platforms
BronzeBest in Regulated Products
Kenvue (Tylenol)
"Siiick Beats"
OneVue / UM / OneMethod
"Siiick Beats"
OneVue / UM / OneMethod
Tylenol is a household name in Canada, synonymous with pain relief. But when it came to treating cold, cough, and flu needs, consumers weren’t thinking of Tylenol. The agency’s challenge was clear: make Tylenol Complete the go-to choice when Canadians catch a cold.
The Zillennial audience (late Gen Z and early Millennials) wants to live life uninterrupted. Ironically, 42% admit they simply power through their cold and flu symptoms rather than treating them, missing out on life in the process. As a result, for them, pain isn’t just physical discomfort; it can be a major disruption.
They needed to show them that Tylenol understood this mindset. They didn’t want to see another clinical ad about symptoms; they wanted a brand that spoke their cultural language. That meant evolving Tylenol from a “medicine cabinet staple” into a lifestyle enabler.
The agency’s solution: Sick to Siiick. They created a branded content platform that flipped “sick” from a negative to a positive! From feeling down to living it up. From feeling sick (the bad kind) to feeling siiiick (the good kind). So they knew their media approach had to lean into this idea and bring some momentum to this strategy of owning the heck out of ‘sick’. To bring this to life, they created “Siiick Beats”, turning the very symptoms holding them back (sneezes, coughs, sniffles) into music they’d want to play on repeat.
Music isn’t just background for the brand’s Zillennial audience; rather it’s a language they create with, share, and use to signal identity. By turning the negative sounds of sickness into the positive sounds of culture, they found an audio-first way to connect Tylenol to their world.
To bring “Siiick Beats” into reality, they partnered with Loud Luxury, a Canadian electronic/pop DJ duo with a global following and strong resonance with their Zillennial audience. Known for viral beat-making content, they were the perfect partners to transform cold and flu symptoms into something siiiick.
They collected authentic symptom sounds(coughs, sneezes, sniffles, groans) representing the full spectrum Tylenol Complete treats. Loud Luxury transformed these sounds into music. Coughs became drums, sneezes turned into hi-hats and sniffles layered into rhythm.
From there, the duo built an entire track, showcasing how “sick” could literally be turned into “siiiick,” as branded content engineered for media behaviours.
The rollout was designed around media and audio behaviours of our audience, tapping into how they consume and share sound-driven content.
The agency released on Loud Luxury’s TikTok and Instagram channels, where Zillennials were already consuming beat-making content, formatted as behind-the-scenes beatcreation clips that felt native to audiences. Tylenol played a supporting role, ensuring the story felt entertaining, not ad-like. Nearly 70% of TikTok users say music is central to their platform experience, posts featuring music see 2 times higher engagement — making it the perfect launchpad.
They placed creative in commuter trains, subways, and high-traffic transit hubs, environments where earbuds are in, playlists are on, and the connection between “Siiick Beats” and real-life listening moments was strongest. With 84% saying they discover new music on social platforms, this was the right environment to reinforce the track’s cultural credibility, capturing Zillennials on TikTok and Instagram, where they scroll most.
By aligning their media with how Zillennials already engage with music, Tylenol earned cultural relevance and showed up where sound itself is social currency.
This campaign marked a bold departure from OTC category conventions, with a category-first, new way of using audio as media, breaking from “safe” pharma advertising. Instead of clinical symptom charts or staged family scenes, Tylenol embraced humour, cultur,e and music to make cold & flu relevant to Zillennials.
No competitor had ever turned the unpleasant sounds of being sick into the sounds of celebration. By embedding the product truth (symptoms that Tylenol Complete treats) directly into the music, they created an experience only Tylenol could own. Tylenol leveraged its heritage of trust, while stepping boldly into fresh cultural spaces, proving it could be both credible and cool. Loud Luxury had the cultural authority and creative credibility to make the track a true banger, not just a gimmick. The fact that they played it live in their sets proved it resonated far beyond advertising!
For a brand rooted in science and history, “Siiick Beats” was a bold cultural leap that paid off.
By flipping the narrative from “sick” to “siiiick”, our category-disrupting campaign didn’t just get Tylenol noticed; it earned massive cultural relevance with a new generation and drove some siiiick market impact.
“Siiick Beats” drove a whopping 15% sales lift for Tylenol Complete during the campaign, while key competitors dropped over 10% in sales in the same period. It accelerated outstanding market share growth, experienced a significant 2.2% dollar share point lift when the campaign was live, and Tylenol’s dollar volume increased 5.4% over the campaign.
The campaign generated huge cultural engagement and reach with more than 18M impressions across TikTok and Instagram. Loud Luxury’s posts flooded with comments, laughs, and shares — with audiences loving the creative twist of “Siiick Beats” and the track gained so much traction that Loud Luxury performed it live — the ultimate sign.
Importantly, for Zillennials, the brand became more than a remedy for symptoms; it became an accessible way to get back to living life, uninterrupted.
The Zillennial audience (late Gen Z and early Millennials) wants to live life uninterrupted. Ironically, 42% admit they simply power through their cold and flu symptoms rather than treating them, missing out on life in the process. As a result, for them, pain isn’t just physical discomfort; it can be a major disruption.
They needed to show them that Tylenol understood this mindset. They didn’t want to see another clinical ad about symptoms; they wanted a brand that spoke their cultural language. That meant evolving Tylenol from a “medicine cabinet staple” into a lifestyle enabler.
The agency’s solution: Sick to Siiick. They created a branded content platform that flipped “sick” from a negative to a positive! From feeling down to living it up. From feeling sick (the bad kind) to feeling siiiick (the good kind). So they knew their media approach had to lean into this idea and bring some momentum to this strategy of owning the heck out of ‘sick’. To bring this to life, they created “Siiick Beats”, turning the very symptoms holding them back (sneezes, coughs, sniffles) into music they’d want to play on repeat.
Music isn’t just background for the brand’s Zillennial audience; rather it’s a language they create with, share, and use to signal identity. By turning the negative sounds of sickness into the positive sounds of culture, they found an audio-first way to connect Tylenol to their world.
To bring “Siiick Beats” into reality, they partnered with Loud Luxury, a Canadian electronic/pop DJ duo with a global following and strong resonance with their Zillennial audience. Known for viral beat-making content, they were the perfect partners to transform cold and flu symptoms into something siiiick.
They collected authentic symptom sounds(coughs, sneezes, sniffles, groans) representing the full spectrum Tylenol Complete treats. Loud Luxury transformed these sounds into music. Coughs became drums, sneezes turned into hi-hats and sniffles layered into rhythm.
From there, the duo built an entire track, showcasing how “sick” could literally be turned into “siiiick,” as branded content engineered for media behaviours.
The rollout was designed around media and audio behaviours of our audience, tapping into how they consume and share sound-driven content.
The agency released on Loud Luxury’s TikTok and Instagram channels, where Zillennials were already consuming beat-making content, formatted as behind-the-scenes beatcreation clips that felt native to audiences. Tylenol played a supporting role, ensuring the story felt entertaining, not ad-like. Nearly 70% of TikTok users say music is central to their platform experience, posts featuring music see 2 times higher engagement — making it the perfect launchpad.
They placed creative in commuter trains, subways, and high-traffic transit hubs, environments where earbuds are in, playlists are on, and the connection between “Siiick Beats” and real-life listening moments was strongest. With 84% saying they discover new music on social platforms, this was the right environment to reinforce the track’s cultural credibility, capturing Zillennials on TikTok and Instagram, where they scroll most.
By aligning their media with how Zillennials already engage with music, Tylenol earned cultural relevance and showed up where sound itself is social currency.
This campaign marked a bold departure from OTC category conventions, with a category-first, new way of using audio as media, breaking from “safe” pharma advertising. Instead of clinical symptom charts or staged family scenes, Tylenol embraced humour, cultur,e and music to make cold & flu relevant to Zillennials.
No competitor had ever turned the unpleasant sounds of being sick into the sounds of celebration. By embedding the product truth (symptoms that Tylenol Complete treats) directly into the music, they created an experience only Tylenol could own. Tylenol leveraged its heritage of trust, while stepping boldly into fresh cultural spaces, proving it could be both credible and cool. Loud Luxury had the cultural authority and creative credibility to make the track a true banger, not just a gimmick. The fact that they played it live in their sets proved it resonated far beyond advertising!
For a brand rooted in science and history, “Siiick Beats” was a bold cultural leap that paid off.
By flipping the narrative from “sick” to “siiiick”, our category-disrupting campaign didn’t just get Tylenol noticed; it earned massive cultural relevance with a new generation and drove some siiiick market impact.
“Siiick Beats” drove a whopping 15% sales lift for Tylenol Complete during the campaign, while key competitors dropped over 10% in sales in the same period. It accelerated outstanding market share growth, experienced a significant 2.2% dollar share point lift when the campaign was live, and Tylenol’s dollar volume increased 5.4% over the campaign.
The campaign generated huge cultural engagement and reach with more than 18M impressions across TikTok and Instagram. Loud Luxury’s posts flooded with comments, laughs, and shares — with audiences loving the creative twist of “Siiick Beats” and the track gained so much traction that Loud Luxury performed it live — the ultimate sign.
Importantly, for Zillennials, the brand became more than a remedy for symptoms; it became an accessible way to get back to living life, uninterrupted.
Credits
MEDIA AGENCY: OneVue/UMKlaidi Shehi – Senior Media Planner, Connections Planning
Linda Hua – Account Director, Connections Planning
Shadab Zaman – Director, Integrated Investments
Bianca Saldanha – Director, Performance
Riya Sanil – Account Manager – Social
CREATIVE AGENCY: OneMethod
Joseph Bonnici, Executive Creative Director
Scott Lew, Creative Director
Raj Gupta, Associate Creative Director
Ashley Park, AD
Sophia Wilby, CW
David Lineros, Senior Account Director
Aidan Sykes, Producer
Production house: Button Factory / Bensimon Byrne
CLIENT: Kenvue (Tylenol)
Shanen D’Souza - Brand Manager, Tylenol Upper Respiratory
Kerry Bullock – Marketing Director, Self Care
Julian Saddy – Senior Brand Lead, Cough/Cold and Zarbee’s
Santiago Cepeda – Law Clerk
Natasha Hinkson – Senior Regulatory Affairs Associate