Cialis gets distracting

Cialis, a pharmaceutical drug from Eli Lilly that helps men who suffer from erectile dysfunction (ED), had two challenges: first, ED is a very personal matter and the cultural stigmas associated with the condition make it difficult for men to consult their doctor for treatment. Second, Cialis is regulated by Health Canada and is restricted to advertising only its name, price and quantity. Brand advertising cannot highlight any product benefits or explain what Cialis is or does.

Given strong brand awareness, the drug manufacturer wanted to change its strategy from targeting patients who may be looking to switch to Cialis, to undiagnosed ED sufferers. DDB believed the creative should appeal to the partner as well, even though she is not the primary audience, to reinforce Cialis' position as the ED drug that helps couples with romance.

The new campaign launched with two TV commercials ("Basement" and "Present") that depict parents devising crafty ways to distract their kids for a few hours so they will have the chance to be intimate. One of the executions featured a woman as the main character.

DDB also created a radio spot and print ad featuring a fictional camp called "Camp Keapembusy" that's owned and operated by Cialis. The camp promised so many activities that kids would never want to come home.

Both TV spots achieved strong results and were 8.6% above norm in terms of breakthrough while being linked to the Cialis brand, and also resulted in a 15.5% increase in overall appeal from previous Cialis campaigns.