Vicks DayQuil and Vicks NyQuil: In the NFL, there are no sick days

Vicks wanted to increase dual usage of its twin cold remedy brands, NyQuil and DayQuil, by creating a relevant and memorable US campaign that focused on efficacy and powerful relief.

Vicks DayQuil and Vicks NyQuil: In the NFL, there are no sick days

Business Situation and Campaign Objectives

Growing an 118 Year Old Brand in a Flat Category without Product Innovation

Although more than 90% of the population claims to experience cold and flu symptoms every year (Source: Vicks Habits & Practices Study), most consumers would rather never have to engage with the cold, cough, flu (CCF) remedy category. Establishing a relationship with consumers in a category in which they don't want to participate poses a challenge, especially with a crowded shelf offering options from FDA monographed products to homeopathic...

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