How Viagra repositioned to reflect evolving definitions of masculinity in the UK

Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.

When it arrived in the late 1990s as an erectile-dysfunction remedy, Viagra had a strong wink-wink-nudge-nudge media profile that frequently overlapped into male toxicity from medical science.

Twenty years later, however, not only had the novelty worn

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