Pfizer: VIAGRA®

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Generics and branded competitors were encroaching on the marketplace. To stave them off, Pfizer had to present the distinct advantages of VIAGRA®.


Our idea was to clearly communicate VIAGRA®’s value proposition, MAXIMUM RIGIDITY, to key audiences — differentiating VIAGRA® to help grow market share and drive preference for and loyalty to VIAGRA®.


We have achieved 100% buy-in and acceptance for the campaign in many countries in the Middle East, a feat that was apparently unheard of for our predecessors.