DDR on DTC: ED drugs

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Even though DTC is a relatively new phenomenon, it has two pioneering grandpas who are still going strong…and have much to teach the young whippersnappers coming up in the business. These industry elders are the ED drugs Viagra and Cialis (Uncle Levitra's not doing so well).

Both Viagra and Cialis built strong brand platforms by adhering to the basic consumer advertising tenets of positioning, messaging and targeting. While they maintained a strong and persuasive brand idea/selling proposition, they also periodically revitalized and refreshed their imagery. In their younger days, these granddads were a little wild.

Like many pioneers, they created their share of controversies along the way but they never wavered from their core branding principles. As a result, they've entrenched themselves in the hearts and minds of consumers, like any other megabrands.

The new Viagra spots still feature a bit of innuendo and friskiness while the new Cialis ads continue to leverage their two-in-tub shot with calm, loving couples enjoying their relationship. Both use music and visual/audio cues to drive memorability among new prospects and current users. We are lucky to have such successful granddads in our industry. We can learn a lot from what they've achieved. They are classics!

Deborah Dick-Rath is SVP, healthcare practice leader, at FactorTG. deborah.dick-rath@factortg.com
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