Viagra owned the erectile dysfunction (ED) market when Cialis launched. We needed an idea that would differentiate
our brand and drive consumers to ask their doctor about a treatment alternative.
Insight
Viagra was known as the brand for men. It was about sex, conquest, and the male libido. It offered men a
limited window of opportunity to have sex. We said sex is actually between two people. It’s not just about the man.
It’s about men and women. It’s about couples. Cialis also worked for 36 hours. It was the solution to
put romance and spontaneity back into relationships.
Idea
Our campaign dramatized the spontaneity of relationships. It portrayed couples conspiring to act when
the time was right. We overtook Viagra and made Cialis the number one ED
medication in Canada.
