Vicks Case Study

Vicks Case Study

Since the 1880's, the Vicks brand has been known for its soothing VapoRub ointment used to relieve discomfort associated with colds and flu. Nancy Bailey & Associates identified the vaporizer category as a natural fit for Vicks to extend its brand into other adjacent product categories. In 1995, Nancy Bailey & Associates, Inc. negotiated the license between Kaz, the inventor of the vaporizer, and Procter & Gamble for what would be the first of an extensive line of healthcare products. It was the first time a consumer brand was introduced in the category.

Within six months the Vicks Vaporizer:

Became a #1 seller
Captured 25% of the market
Increased the overall market size by 25%
Billboard effect: Retailers demanded more Vicks healthcare products

The brand extension program continues to expand today with:

Over $500 million in retail sales
More than 35 million units sold
Over 30 SKU's including steam inhalers, thermometers, humidifiers
Growth of the core brand
Licensed products now available in over 15 countries

Vicks is a registered trademark of The Procter & Gamble Company.