HBW Insight is part of the Business Intelligence Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By


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.


Related Content

P&G Launches ZzzQuil To Enter OTC Sleep Aid Category
New Products In Brief
Chattem Hopes To Rouse Unisom Sleep Aid Sales


Related Companies




Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts