RAJ MAKES 'HEALTH & WELLNESS' THINGS
From reclaiming market leadership for Tylenol, to helping Listerine stay relevant with Gen Z, to crafting pop for feminine hygiene - I’ve spent the last 5+ years navigating health and wellness brands from various angles. Whether its developing big brand platforms, creating impactful activations or creating low fidelity social, i'm here for all of it. Despite tight regulatory guidelines and budgets, I've always challenge myself and my creative teams to make the work hit hard and show up in culture.
Given the constraints, these are some of the ways i've done it best and i'm most proud of.
I led and developed creative for two cold and flu campaigns that lived on opposite ends of the cultural spectrum.
TYLENOL COMPLETE
SICK BEATS
Sick Beats is a GenZ targetted activation for 'Tylenol Complete' crafted in collaboration with Canadian EDM duo Loud Luxury. We turned sneezes, coughs, and sniffles into an actual banger - a three-minute, club-ready track that redefined symptom relief as something you could feel. Not just functionally, but emotionally.
The result? A cultural moment that hit TikTok, digital, OOH, and earned the title of Campaign Canada’s Cup Winner, beating out work from heavy weights - Rethink, Courage, Zulu Alpha Kilo and GUT. This is currently up for vote here so if you love it. please vote for it.
ZARBEE'S
SWEET!
BECAUSE IT WORKS
Unlike Tylenol, Zarbee’s is one of Kenvue's new cough relief brands with zero brand equity. We were starting from scratch, and speaking to cautious, care-worn parents, not content-hungry Gen Z. As a parent myself, I know that a parent's trust is not built through slick edits, its built through creating empathy.
We tapped into the emotional frustration parents feel when their kids reject medicine because of taste. The OOH campaign dialed into the simple product and emotional truth that kids willingly take their medicine if it tastes sweet. It promised parents and kids relief, albeit for two different reasons.
I took the Tylenol x NHL Partnership to new and unfamiliar places to reclaim the brand's market leadership.
TYLENOL BRAND
SCORE AGAINST PAIN
Tylenol’s category lead was slipping. Advil had pulled ahead, and lower-funnel tactics weren’t cutting it. The brand needed more than functional messaging — it needed to reconnect emotionally. Enter Score Against Pain — a brand-first activation that turned fast relief into a literal game. At NHL events like the Heritage Classic and All-Star Weekend, fans competed to shut down pain points (headaches, backaches, toothaches) for a shot at game tickets — led by Zach Hyman and Nick Suzuki.
TYLENOL BRAND
RISE STRONG FROM PAIN
The work expanded into playoffs with a “reactive” campaign that wasn’t actually reactive. Legal wouldn’t allow it. So we built over 50 pre-approved assets - win/loss, team-by-team, game-by-game - and triggered them as results rolled in.
Messages like “Past pain fuels our passion” and “Rise Strong from Pain” appeared in high-traffic playoff cities within hours of the buzzer. It was the brand's first flirtation with real-time relevance, and it worked proving Tylenol could tap into cultural moments without breaking compliance.
I found ways to work within tight legal mandates and show up in a cultural moment.
TYLENOL EXTRA STRENGTH
TYLENOL X SWIFT
After the NHL playoff campaign where “reactive” meant weeks of pre-approvals - Tylenol was ready for another cultural moment. When Taylor Swift’s Eras Tour hit Canada, brands leaned in hard. But Tylenol couldn’t name, reference, or even hint at Taylor Swift. Strict regulatory guardrails left no room for interpretation. Still, the ask remained: show up in culture.
So we went bold AND product first. Striking OOH streetcar takeovers rolled through Toronto, visually coded for Swifties and perfectly timed for the concert. Minimal copy, maximum recognition - just enough for fans to feel seen, without crossing a single legal line.
I embraced a low fidelity and high impact approach under very restrictive budgets and guidelines to reach with relevance.
VARIOUS
ON GUIDELINE.
ON BUDGET. ON TARGET.
Like many brands facing tightened budgets due to economic uncertainty, Health and Wellness brands were no exception. Around the same time, attention began shifting toward Gen Z - which added another layer of complexity to my role. To make things even more interesting, we were also navigating a new creative mandate at Kenvue: the Brand Performance Index. Under this framework, every asset was meticulously measured and scored against a predefined story arc.
I turned to design when the brand needed a POP refresh - but had a tiny production budget to back it.
CANESTEN
END THE DISCOMFORT
Canesten wanted to address the urgency of yeast infections in a way that resonated with women while maintaining sensitivity. We used a simple, graphic visual to represent the discomfort, paired with efficacy-led messaging. It was an opportunity for the brand to not only communicate fast relief, but also to show up in a human way and say, we get how it feels.
OTHER WORK
REACH ME HERE
Toronto, Canada
+1 647 997 5806
Dubai, United Arab Emirates
+971 50 3686258
© Amritraj Gupta 2025