ZzzQuil

Brand Strategy


︎ ZZZQUIL
︎ with HYPERQUAKE

The purpose of this project was to strategically position and differentiate new products for ZzzQuil’s sub-brand Pure Zzzs Extended Release and ZzzQuil Night Pain . With the primary goals of communicating product innovation and key benefits, I moved with this project from strategy through design. The ultimate deliverable of the project was both a campaign direction and product positioning strategy for each brand.

1.

Strategic Pathways


PATHWAY 1 
THE RECIPE FOR RESTFULNESS

No TV before bed, put your phone away, go to bed early...
At ZzzQuil, we know that when it comes to sleep, the right ingredients can make all the difference.

So for those suffering from sleepless nights, we have a recipe just for you. Pure ZZZ’s was carefully crafted with chamomile, lavender and the perfect amount of slow-release melatonin to help you fall asleep faster and stay asleep longer. With Pure ZZZ’s, creating restful nights has n
PATHWAY 2
SLEEP BOTANIST

Whether it’s the soothing sound of rain, or crickets chirping away, nature is full of calming properties to help people unwind and find the rest they need.

That’s why at ZzzQuil, we’re obsessed with the science of nature — and the nature of science. So we’ve combined innovative slow release melatonin with soothing chamomile and lavender to help you stay asleep longer and wake up feeling naturally refreshed. After all, sleep should be second nature.
PATHWAY 3
TAKING CARE OF THE REST

Got it. Handled. Done. Everyone loves checking things off their to do lists. But when you’re up all night with pain, it’s hard to stay on top of anything.

So if sleep isn’t the easiest part of your day, it’s time to bring in the experts. With ZzzQuil night pain, you get proven relief from muscle aches and pains. Now that sleep is taken care of, you can wake up ready to get stuff done. And next time pain tries to interrupt your nightly routine, let us know. We’ll take care of the rest.
PATHWAY 4
LEGENDARY SLEEP

Gone are the days of interrupted sleep. No more aches and pains. No more worry of a rough night’s sleep. Become the champion of legendary sleep is worth talking about.

ZzzQuil Night Pain allows you to be in charge of your sleep. We have added Acetaminophen to help with pain relief because we know that’s an obstacle to overcome every night. We bring legendary science to the forefront, taking care of your pain so you can have legendary sleep. This will be sleep you will want to talk about, that’s for sure.
PATHWAY 5 SLEEP COMPASS

For so many, constant aches and pains have made it impossible to find any sleep. And as long nights turn into groggy mornings, these wanderers blame themselves for another rough evening. But sleep isn’t some elusive destination. You just have to know where to look.

Backed by science, ZzzQuil has been guiding the sleepless to nighttime nirvana for years. With melatonin plus added pain relief, you can fall asleep faster and say goodbye to achy muscles. With ZzzQuil by your side, better sleep is on the horizon.
Above: Visual representations of Pathways 1–5


2.

Refining Visuals + Strategy


Once the strategic pathways have been crafted, it is time to exemplify these concepts visually. Different proposals in each bucket help the client to zero in on which work is articulating the brand successfully.


Above: Full scope of proposed concepts, not just graphics that I created.


 

3.

Final Brand Concepts


Once the strategic pathways have been crafted, it is time to exemplify these concepts visually. Different proposals in each bucket help the client to zero in on which work is articulating the brand successfully.

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