DDR on DTC: Cialis

Share this article:
Deborah Dick-Rath
Deborah Dick-Rath

Much has changed since 2004, when one of the first Cialis ads aired during the infamous “Janet Jackson” Super Bowl, but one thing has remained refreshingly consistent—Eli Lilly's commitment to the positioning and branding for its long-acting ED drug. Although campaign executions have varied, the brand has strategically stayed on point, targeted at couples rather than just men (like Viagra) or women (like Levitra). And those couples are still in their clawfoot tubs, gazing lovingly over beautiful beaches or lakes or out into a starry sky. Like the Brawny Towel Guy, Keebler's Elves or the Nasonex Bee, those bathtub couples endure. They have become iconic.

During this time, many things have changed in DTC. The blunt instrument of TV has given way to the precision of digital marketing. The ED category has evolved to the point where imposters are now the greatest competition to a brand. As for Cialis, it has advanced new indications and evolved its messaging, but the couples' relationships remain the core brand narrative. Recently, Cialis copy was changed to remind men that their partners still have those little quirks that were originally so attractive. While dancing to a private set of music or running in a rainstorm may seem cliché, they are presented as target insights about long-term relationships. It is great to see a brand that understands the value of continuity in its DTC advertising—and how that can build a long-term customer relationship.

Deborah Dick-Rath is the President of Epic Proportions, a Healthcare Communications Consultancy. She can be reached at deborahdrath@optonline.net
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets