Cup of Joe
I wanted to hit on the idea of Dayquil filling in and keeping a person going when they feel like calling out sick. This led me to think about the idea of being active and energetic. For the tagline, “When Joe Calls Out, We Fill In,” I wanted to subtly push the idea of coffee—because coffee keeps a person going, and it has energetic qualities. To help accomplish this idea I decided to use the name “Joe” from the well-known phrase “Cup of Joe.” Joe references the coffee but also represents the viewer. “When Joe Calls Out” refers to a person who is sick. “We Fill In” refers to Dayquil being the one who is stepping in and helping a person get through their sick day. I also wanted to push the early morning scene with a warm energetic orange color that represents Dayquil’s brand colors.