ABOUT

Over the past 20 years Viagra has become iconic but for the wrong reasons, it is laden with stigma and shame, and often the punchline to jokes about masculinity, despite the fact that over 50% of men over 40 will experience ED.

We were tasked by Pfizer to support the launch of VIAGRA CONNECT - available for the first time without prescription - in UK pharmacies.

The brief recognised that making Viagra more readily available was only part of the solution and that marketing communications to normalise the condition as well as deliver a complete brand repositioning was needed.

Our objective was to move men from inaction to action by removing barriers and giving them the confidence to seek treatment with Viagra Connect.