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...