Customer Profile

Marcus Reed

Age: 29

Occupation: Bartender by night, graphic tee side hustle by day

Location: Philadelphia, PA

Lifestyle: City-living, on his feet all day, constantly plugged into social media and street-level design culture

Health Habits: Pops Tylenol on busy days, mostly when headaches strike after long shifts and little sleep

Goals & Motivations

Lives for loud design and rebellious branding that feels honest

Doesn’t care for traditional pharma ads—too sterile, too safe

If something’s going to interrupt his scroll or catch his eye on the street, it better be bold and opinionated

Wants everyday products—like pain relief—to feel part of his real world, not some sanitized doctor-office fantasy

Visual & Cultural Taste

Drawn to big type, clean contrast, clever wit

Follows underground artists, design meme pages, and brand experiments like Liquid Death, Glossier, and Duolingo

Feels seen when brands take creative risks—even with basic consumer products

Screenshots clever ads and shares them with friends

Why This Campaign Speaks to Marcus

The All Type campaign speaks his language—loud, fast, not trying to be cute

Motion gifs and billboards that shout in type? He notices them

Seeing a pharmaceutical brand like Tylenol go rebellious makes him pause—then nod in respect

It flips the script on medical marketing, which usually talks down to people like him