ZzzQuil rouses sleep aid category

CINCINNATI — When Procter & Gamble line extended its NyQuil brand identity into the sleep care aisle with the launch of ZzzQuil, the company did more than raise a few eyebrows. That launch awoke an entire category. Today, 1-out-of-every-5 sleep aid products brought to the cash register is a ZzzQuil product, and that sale generates $1-out-of-every-$4 made on the sale of a sleep aid product.

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“Shoppers are looking for a product that fits their needs,” Dave Tomasi, brand director ZzzQuil, told DSN. “The original concept of ZzzQuil was to provide a product that could give people a great night’s sleep when they didn’t have a cold,” he said. “They want a product that works quickly, is non-habit forming and a brand that is trustworthy.”