Procter & Gamble is reportedly preparing a massive US marketing effort to back new drug Intrinsa.
The medication is a 'transdermal testosterone patch' designed to boost women's libido. It is still undergoing clinical trials, but could gain approval from the US Food and Drug Administration within twelve months.
P&G's president of global pharmaceuticals Mark Collar describes Intrinsa as a "potential blockbuster", adding: "There are currently no approved drugs for female sexual dysfunction." Initially it will be targeted at 12 million post-menopausal women, but the consumer goods giant hopes it will eventually be used by a wider market.
No billings figure has yet been given for the campaign to back Intrinsa's launch, but AdAge points out that past "blockbuster" drugs have received marketing budgets of $100 million (€81m; £57m) or more.
P&G has not officially revealed which agency will work on the drug, but insiders have let slip that a number of Publicis Groupe agencies are drawing up plans for when the product gains regulatory approval.
Data sourced from: AdAge.com; additional content by WARC staff