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P&G Launches ZzzQuil To Enter OTC Sleep Aid Category

This article was originally published in The Tan Sheet

Executive Summary

While other national brand names compete in the OTC sleep aid tablet category, P&G’s NyQuil line extension is by far the biggest name among current players in the liquid product category, which has annual growth of nearly 80%.

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With Zzzquil Efficacy Tests, P&G Highlights OTC Sleep Aid Indication

Sleep researchers recognize many consumers look at Rx sleep disturbance treatments and OTC sleep aids as the same type of products. Still, "people are looking for options that are effective and non-habit-forming and help them get to sleep quickly," says P&G researcher Andrew Carr.

With Zzzquil Efficacy Tests, P&G Highlights OTC Sleep Aid Indication

Sleep researchers recognize many consumers look at Rx sleep disturbance treatments and OTC sleep aids as the same type of products. Still, "people are looking for options that are effective and non-habit-forming and help them get to sleep quickly," says P&G researcher Andrew Carr.

P&G’s ZzzQuil Emerges As Sleep Aid Giant In Fragmented Category

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.

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