Procter & Gamble

Michelle Robbins - Brand Manager
Roshelle Rodriguez - Assoc. Brand Manager
Dave Tomasi - Mtkg. Director
Javier Villamar, North America CMK

Leo Burnett/ArcWorldwide *Lead Agency

Leigh Cuesta - Creative Director
Scott Fry - VP, Executive Producer
Brendan Nash - SVP, Group Creative & Design Director
Cat Navarro-Harkin - VP, Strategy Director
Michael Mazzier - Design Director
Julie Rothweiler - Acct. Director

P&G saw an opportunity to help people with a pervasive problem. It is estimated that 50-70 million Americans suffer from a chronic sleep disorder. But people avoid using sleep-aids because they are unsure of how they might be affected, resulting in category household penetration only just above 15%. ZzzQuil not only achieved the #1 branded sleep-aid in dollar share in its launch year, but also grew the category and increased household penetration among new and lapsed users. Moreover, ZzzQuil eased people's fears and gave them a beautiful night's sleep.