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P&G’s ZzzQuil Emerges As Sleep Aid Giant In Fragmented Category

This article was originally published in The Tan Sheet

Executive Summary

The combination of appealing marketing, single-ingredient formulation and Vicks brand equity helped Procter & Gamble’s ZzzQuil rise to the top of the sleep aid segment. The firm recruited actress Katherine Heigl as ZzzQuil ambassador to help amplify the brand’s marketing strategy in its second year.

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Unisom extension targets nighttime pain: Sanofi-Aventis introduces the first dual-ingredient stock-keeping unit in the Unisom sleep-aid line, pairing diphenhydramine 50 mg with acetaminophen 325 mg in Unisom PM Pain SleepCaps. The product sells at $8.99 for 30 caplets. Unisom PM Pain's indication says it helps "relieve occasional sleeplessness when accompanied by a headache or other minor aches and pains," according to its website. Johnson & Johnson/McNeil is seeking FDA approval of a more explicit sleep-aid/pain relief indication for its similar Tylenol PM (diphenhydramine 25 mg/acetaminophen 500 mg) (1"The Tan Sheet" Aug. 23, 2010)

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