Most marketers don't have the opportunity to raise awareness of their brand by boring their customers. But for us, being dull was the perfect way to get attention. And the light-hearted, playful approach to insomnia fits right in with the tone of our campaign.

The reaction to 1-855-ZZZ-QUIL was instant. We received thousands of calls from all across the country and ZzzQuil became the #1 OTC sleep aid in the US within 6 months of the launch. But most of all, people got the sleep they deserved.