Consumer Packaged Goods Creative Showdown: Slideshow
Procter & Gamble Zzzquil Sleep-Aid in-store Marketing Sales Kit (Arc Worldwide/Leo Burnett)
The launch of zzzquil depended on key retailer support to aid distribution, acquire incremental display support and secure prime shelf placement.To gain that support, P&G showed how ZzzQuil would bring in new users and grow the sleep-aid category by driving incremental volume and dollar sales.
The sales kit leveraged the purple equity of the product with a starry night sky representing night and opportunity that’s to come. Upon opening, the Murphy bed introduces the ZzzQuil products that were lying in bed fast asleep. This humanized the product with a level of cuteness. The copy spoke to how ZzzQuil can “wake the sleeping category” and bring forth unprecedented growth opportunity.
