In a world of fleeting relief and fast-paced lives, Vicks needed to reconnect with consumers on a deeper level. This brand strategy repositions Vicks from a symptom-focused product to an icon of warmth, care, and nostalgia—bridging generations with every touch. Through a detailed competitor audit, refreshed brand values, and a new mission, we crafted a positioning that embodies Vicks’ unique ability to offer both relief and emotional comfort. Grounded in the 4Cs framework, the strategy unearths a powerful insight: Vicks isn’t just about feeling better—it’s about feeling cared for, wherever you are and whatever you’re facing.