Vicks ZzzQuil sleep aid launch

This case study demonstrates how Procter & Gamble (P&G), the consumer goods company, launched Vicks ZzzQuil, a sleep aid medication sold over-the-counter in the US and became the branded category leader.

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...

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