Pfizer invents a new language in Canadian Viagra reminder ads

Share this article:
Pfizer has introduced a new 15-second TV ad for Viagra in Canada featuring middle aged men talking in a made-up language, except for the drug’s brand name, The New York Times reports. “Viagra spanglecheff,” says a man to a friend at a bowling alley. “Spanglecheff?” his friend asks. “Minky Viagra noni noni boo-boo plats,” the first man replies. The ads end with the slogan “The International Language of Viagra.” Maxine Thomas, an executive at Taxi, the agency in Toronto that produced the campaign told The Times “It’s not as though we need to tell people what it does, because they already know,” she said. “Consumers can fill in the blank for themselves.” In the US and Canada, pharmaceutical companies can advertise medicines in “reminder ads” without discussing side effects, as long as they do not mention the condition the drug is supposed to treat. Sidney Wolfe, director of Public Citizen’s Health Research Group, said the new Viagra ads are also a reminder that drug companies will say anything, even if it is incomprehensible, to boost sales. “In an ideal world, companies would have to sell drugs based on accurate and balanced information,” Wolfe said. “That doesn’t seem to work well enough, so instead of that they’re substituting gibberish.”
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Channel

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 Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...