ZzzQuil set off to enter and lead the sleep category by targeting the occasional sleeplessness sufferer and convincing them we could help them achieve the sleep they deserved. The category was filled with claim-heavy messaging, so we decided to focus on the positive insight that we all deserve a great night's sleep. Knowing consumers needed our help getting a good night of sleep, we set off to create 1-855-ZZZ-Quil, a toll free number that consumers could call to be lulled to sleep. Consumers were greeted by a soothing voice that provided a list of options that could bore them to sleep, so they could really get the night of sleep they deserved. We also launched three radio spots that introduced this concept and urged consumers to call the line. The tone of the campaign was successful, and after four month, ZzzQuil captured the #1 position in category sales over the next branded competitor, Advil PM. Not only that, but we changed the conversation about sleep and made the category more approachable. Consumers knew they could turn to us to talk about sleep.

Knowing that our consumers needed our help getting a good night of sleep, we created 1-855-ZZZ-Quil, a toll free number consumers could call to be bored to sleep. Callers were greeted by a soothing voice that gave them a list of dull options that could bore them to sleep. The phone line was activated in April of 2013, and is still active to date. We have refreshed the options to give consumers even more ways to be bored to sleep. We even used our boring content and created radio spots that introduced the concept to consumers, and reminded them to call our line if they couldn’t sleep. Three radio spots aired during April 2013 in Albany, a market we knew was experiencing sleeplessness.

In it’s launch year, ZzzQuil:

• After four months, captured the #1 position in category sales ($31M) over the next branded competitor, Advil PM ($30M)1.

• Generated sales of $123 million and 18.5% dollar share, exceeding year-one sales goals2.

• Became the 2nd most engaged Facebook page and No.1 most active Twitter handle of all P&G tracked pages. We started and sustained the conversation about sleep in social media.

• Achieved a household penetration of 5.8%, nearly doubling competitor Advil PM at 2.9%3.

• Grew category dollar sales far exceeding our goal and adding nearly 3.6 million households. This means we were not only switching people who were already using OTC sleep aids, but also reaching people who had not used any OTC sleep aids before.

• ZzzQuil has changed the conversation about sleep - celebrating what people wanted all along yet weren’t getting from the competition - a great night’s sleep.