Insomnia affects almost half of the US adult population, but despite that, there is no perfect solution. We launched QUVIVIQ as the first Rx that gives people quality deep sleep, without that daytime lag.

But in a category filled with consumers resigned to imperfect solutions from established brands, simply positioning ourselves against the competition wouldn’t be enough. Instead, insomnia needed a wake-up call.

We developed a 360-degree media plan that could disrupt the insomnia conversation by introducing QUVIVIQ as the thing to wake up the category.