VIAGRA
In late 2019, Viagra was on the verge of losing exclusivity in the erectile dysfunction market. With the introduction of generics looming, and prevalence of brands like hims and Roman, the challenge for us was to make Viagra stand out in a cluttered market space.
So we decided to both lean into the legacy of the Viagra brand, emphasizing how the brand’s been trusted for decades, while also diverging from the creative of hims and Roman, making audiences feel empowered instead of ashamed.
Our platform was: There’s no substitute for confidence, and our social content was all about owning ED.
