P&G’s ZzzQuil Emerges As Sleep Aid Giant In Fragmented Category
This article was originally published in The Tan Sheet
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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While other national brand names compete in the OTC sleep aid tablet category, P&G’s NyQuil line extension is by far the biggest name among current players in the liquid product category, which has annual growth of nearly 80%.