Vicks launched ZzzQuil, a new over-the-counter sleep-aid for people dealing with occasional sleeplessness. ZzzQuil capitalized on the fact that the category was not meeting consumers needs and was nowhere near its potential.

ZzzQuil changed the conversation about sleep by focusing on the beauty of sleep itself, moving the conversation from the problem world to an approachable solution. ZzzQuil was an instance success, becoming category leader after only 4 months and adding 3.6MM new households to the category. Even more importantly, they helped people get the sleep they deserved.