SLEEP THROUGH ANYTHING

Ads for sleeping medications like Zzzquil often focus on regular sleep issues, but these drugs are not meant to be used on a nightly basis. In fact, there are many prospective sleeping aid consumers who have occasional sleep trouble due to external factors, such as plane rides or guests. You don’t need to have difficulty sleeping every night to have difficulty sleeping.

 

This campaign aims to attract large, untapped audiences of incidental sleep strugglers with packaging and advertising designed around their challenges. The communications play with the well-known, common wording of drug labels and warnings to creatively deliver the message that Zzzquil empowers users to sleep through anything.