AboutZzzQuil
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ZzzQuil Launch
When launching ZzzQuil, we weren’t just launching a product. We were launching a mission to ensure the entire world could get a good night sleep. In print, TV, social and radio, we reminded everyone that Sleep is a Beautiful Thing, even if it’s when we look our ugliest.
Within 6 months it became the #1 sleep-aid in America and the most engaged P&G brand on social, beating out Tide, Pampers and Dawn, without any paid media support.
When launching ZzzQuil, we weren’t just launching a product. We were launching a mission to ensure the entire world could get a good night sleep. In print, TV, social and radio, we reminded everyone that Sleep is a Beautiful Thing, even if it’s when we look our ugliest.
Within 6 months it became the #1 sleep-aid in America and the most engaged P&G brand on social, beating out Tide, Pampers and Dawn, without any paid media support.
TV:
Print:
Call 1-855-ZzzQuil to be Gently Bored to Sleep
Introducing the ZzzQuil Sleepline. Since most social-chatter about ZzzQuil happens in the middle of the night when it's already too late to buy it, we created 1-855-ZZZ-QUIL — a toll-free number insomniacs can call to be bored to sleep. We received thousands of calls from across the US.
Social
Case Study
Awards
Radio Mercury Award: Best Campaign
Cannes Lion Shortlist: Promo and Activation
Cannes Lion Shortlist: Best Launch or Relaunch
Webby Honoree: Social Media Campaign
Silver Addy: Integrated Campaign
Silver Addy: Radio Campaign
Gold Clio: Best Healthcare Radio Campaign
The Shorty's: Named a Best Brand on Twitter
Gold Effie Award: Healthcare - OTC