Vicks: ZzzQuil sleep aid launch

Agency: Publicis Kaplan Thaler New York
Advertiser: Procter & Gamble
Brand: Vicks ZzzQuil
Country: USA


ZzzQuil set its goal to not only enter the sleep category, but to lead it. Moreover, if ZzzQuil wanted to create sustained growth it would have to wake greater interest in the category, especially among the many consumers who were not currently taking any sleep aid to help deal with their occasional sleeplessness.

Enter & Lead:

  • Become the branded category leader in this fragmented category where other brands had let private labels take the upper hand.


  • To achieve sustainable growth we couldn't just rely on bringing existing OTC sleep aid users to our brand. We set the ambitious goal of growing the category and increasing household penetration.