Procter & Gamble

Dave Tomasi - Marketing Director
Michelle Robbins - Brand Manager
Roshelle Rodriguez - Brand Manager

Publicis Kaplan Thaler *Lead Agency

Tim Carlisle - EVP, WW Acct. Director
Joe Johnson - EVP, Executive Creative Director
Brian Truss - Acct. Director

Starcom MediaVest Group

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.