Viagra Connect: Finding light in modern masculinity to help men in their darkest moments

Viagra Connect, a treatment for erectile dysfunction, launched a campaign in the UK to encourage men to not be ashamed of their erection problems but to treat them.

Campaign details

Brand: Viagra ConnectAgency: VMLY&R

Summary

In 2018 Viagra Connect, the OTC pharmacy version of the famous prescription brand, launched targeting men too embarrassed to see a doctor. But despite selling a million packs in the first year, more than half of men buying had previously been prescribed erectile dysfunction medication1.

The brand was failing in its mission. And there was another problem.

The new version of Viagra inherited cultural positioning. Decades of tabloid gossip and cheap jokes defined the brand - a pill for seedy old men to keep going, even if they...

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