Healthcare - OTC

ZzzQuil Sleep-Aid Launch

Vicks launched ZzzQuil, a new over-the-counter sleep-aid for people dealing with occasional sleeplessness. ZzzQuil capitalized on the fact that the category was not meeting consumers needs and was nowhere near its potential. ZzzQuil changed the conversation about sleep by focusing on the beauty of sleep itself, moving the conversation from the problem world to an approachable solution. ZzzQuil was an instant success, becoming category leader after only 4 months, and adding 3.6MM new households to the category. Even more importantly, they helped people get the sleep they deserved.

Brand: ZzzQuil
Client: Procter & Gamble
Agency: Publicis Kaplan Thaler
Language: English

Muddle No More

Until now, ZYRTEC had one major competitor: OTC allergy leader Claritin. But now that a formidable new player had entered the category with unprecedented media spend, ZYRTEC needed an innovative strategy to grow the business. We found an opportunityamong heavy allergy sufferers using Claritin, a large cohort we believed could be lured by ZYRTECs superior effectiveness. To our surprise, they were stubbornly content with their mediocre relief. Muddle No More used nontraditional tactics to help them realize that good enough isnt, resulting in unprecedented success for the brand.

Brand: ZYRTEC
Client: McNeil Consumer Healthcare
Agency: JWT New York
Language: English

Metodo Anticonceptivo

Brand: Anillo Anticonceptivo
Client: MSD
Agency: DDB
Language: Spanish