• Transform magazine
  • December 13, 2018

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Pfizer breaks the stereotypes with Viagra Connect launch

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Just in the UK, more than 4.3 million men suffer from erectile problems. The stigma around this health issue however, prevents many of them from seeking help.

A new launch by pharmaceutical company Pfizer Consumer Healthcare aims to introduce to the public a new drug, Viagra Connect, to tackle the heath issue. The launch is supported by a WPP Health & Wellness team that consists of Y&R London, Wavemaker, Burson Cohn & Wolfe, Geometry UK and Ogilvy CommonHealth Worldwide. Viagra Connect is going to be available for the first time without a prescription from UK pharmacies.

Creative agency Y&R London, uses highly contextualised design and external advertising for Viagra Connect’s launch, to showcase the normality of the condition. By using real life examples, the campaign becomes relatable and relevant to the potential consumers.

Y&R London chief creative officer Jon Burley says, “4.3 million is an incredible number of men. That’s enough men to fill every major British stadium, more men than there are words in the English language and more men than there are flights in and out of the UK in an entire year. We wanted to utilise the power of such comparative statistics to creatively deliver the message that erectile dysfunction is a common condition that can be treated without the need for a prescription.”

Media, content and technology agency Wavemaker is responsible for the campaign’s media strategy, using multimedia channels such as social and content partnerships to bring awareness around the condition and connect with the sufferers.

Aurore Bourdeau, senior brand manager for Viagra Connect at Pfizer Consumer Healthcare, says, “The launch of Viagra Connect in the UK provides men with a new, convenient route of access for the treatment of their erectile dysfunction, however it is important that any personal barriers to managing ED are overcome.”

Ogilvy CommonHealth Worldwide has also created educational and training tools for pharmacists in order for them to fittingly supply the product to eligible men. The company additionally produced educational content for the costumer website.

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