Vicks: ZzzQuil sleep aid launch
Agency: Publicis Kaplan Thaler New YorkAdvertiser: Procter & GambleBrand: Vicks ZzzQuilCountry: USA
Objectives
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...