A Necessary Apology

In the wake of the 1982 Tylenol crisis, the chairman of Johnson & Johnson offered an apology to customers of Tylenol. Although Tylenol was not to blame for the cyanide poisonings, James Burke still offered an apology, and promised that the company would place more emphasis on safe packaging of its products. While this apology certainly made consumers feel as though Tylenol was concerned about their best interest over profit, it also saved the company. Tylenol distributed coupons for free tylenol, helping to gain back Americans' trust in the brand. In addition, packaging of the product was completely reengineered, making it impossible for another poisoning to occur. In conclusion, while Tylenol was not to blame for these poisonings, it was a strategic and crucial business move to offer an apology to consumers.