Campaign details

Brand: Viagra
Client: Pfizer
Agency: VMLY&R London

Summary

Erectile dysfunction is one of the last great taboos.

It remains an epic sized problem, with the men who suffer dealing with it alone and ashamed.

This should all have been fixed 20 years ago with the launch of an effective, reliable treatment: Viagra. But it wasn't.

In 2018 Viagra became available over the counter in pharmacies. Finally, increased access to treatment would solve the issue. But unfortunately, it wasn't that simple.

Over the preceding 20 years, culture had taken such a grip of the condition, that the men impacted felt unable to act.

This is the story of connecting with the disconnected.

How a communications strategy helped Viagra rid itself of 20 years of baggage, find a way to reach an audience no one had ever spoken to and ultimately inspire them to act on one of the most debilitating conditions.