Pfizer-Viagra
Brand Strategy + Art Direction + Photo shoot
Viagra is the Pfizer’s brand name for sildenafil citrate, a drug that is used to treat erectile dysfunction and pulmonary arterial hypertension.
For some, erectile dysfunction ads come on way too strong. When they do, companies lose the ability to break through to consumers. One particularly tough market to reach is that of Latino men, whose culture of machismo makes sexual problems almost a taboo subject.
We took a new tack to promote Viagra to this audience and created educational brochures based on soccer and baseball analogies, giving them guy-to-guy tonality to talk about erectile dysfunction. Casting the right talent and making the photoshoot all about the sports, was a big part of the success.