When launching ZzzQuil, we weren’t just launching a product. We were launching a mission to ensure the entire world could get a good night sleep. In print, TV, social and radio, we reminded everyone that Sleep is a Beautiful Thing, even if it’s when we look our ugliest.

Within 6 months it became the number 1 sleep-aid in America and the most engaged P&G brand on social, beating out Tide, Pampers and Dawn, without any paid media support.