INVESTIGATE
Popular culture portrays VIAGRA either as a performance enhancer for young studs or a prop for old men, neither of which appeals to the target group of men, 40+, with Erectile Dysfunction (ED).

INSIGHT
Although ED is a physical condition, its greatest impact is emotional. In the first couple of years, the strategic goal was to make men more comfortable approaching their doctor for diagnosis and treatment. As attitudes became more accepting, we wanted to put a more confident face on the condition.

IDEA
VIAGRA’s status as a prescription product creates an unusual hurdle: government regulations forbid communications that connect the product with the medical condition it treats. From “Good Morning” to “Bleep” and “Gibberish,” each of our campaigns overcame this by artful innuendo, portraying men whose demeanour makes it clear they’ve left the anxiety of ED behind them.

IMPACT
Despite the introduction of competition, VIAGRA’s share in Canada remains higher than in most countries around the world. Creatively, results are just as impressive, with three consecutive years of Gold Lions for “Bleep” (the third most awarded campaign in the world in 2006), “Gibberish,” and “Hobbies.”