Pfizer Inc.: Viagra Launch campaign
Mark LaneOVERVIEW
In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant to treat, Viagra came to market that April amid a frenzy of publicity, much of which mocked impotency and its treatment. Though the publicity helped Viagra to reach record-setting sales figures before any advertising appeared on behalf of the drug, Pfizer wanted to exert control over the Viagra image. After waiting for the media buzz to wane, the company, along with health-care advertising...