Helping are TV, print, in-store and digital marketing for ZzzQuil led by Publicis, New York, and the continued absence of Tylenol PM.
"Our research tells us that 25% of consumers suffer occasional sleeplessness, but only 15% buy within the category today," a P&G spokeswoman said. "Vicks feels strongly that we have a right to play and win in the category long-term."
Realistically, some folks were already taking NyQuil to get to sleep. And Tom Vierhile, innovation insights director for Datamonitor, sees ZzzQuil hitting a sweet spot, appealing to an aging population that experiences more sleep problems but may be reluctant to try prescription drugs.