Pfizer Viagra

Since the brand launched in Canada in 2001, Pfizer’s challenge has evolved from changing the image of Viagra to honing in on relevant emotional insights that can prompt erectile dysfunction (ED) sufferers to take action. One recurring research nugget has been the way ED changes the lives of sufferers outside the bedroom as well as inside it. Many men who had yet to truly acknowledge their condition would often speak of the things they did “instead of” sex to maintain their relationship.

It was easy to see that in most cases this was a brave cover or worse, a complete denial. It was also pretty clear that most men didn’t particularly enjoy these diversions, and would far rather have been spending their time engaged in more, er, traditional activities.

The campaign showcases the ways different couples spent “quality time” together before Viagra came into their lives. The twist is that it portrays the activities – reading, strolling, sports, and antiquing – as though they were the malady that needed treatment. In each of three executions, a very straight-faced man talked about how these activities had taken over their lives until they sought the help of Viagra. Now, if they choose to go for a stroll, we can assume it’s because they really want to.

While Viagra prescriptions have increased since the campaign launched in April [numbers were provided], there has also reportedly been a marked drop in the incidence of strolling.