April 14, 2006
Pfizer launches second unbranded ED awareness campaign
Pfizer this week launched a second awareness campaign for erectile dysfunction—this one aimed at younger men. The Just Ask Today! campaign features author, TV and radio personality Dr. Drew Pinsky of Loveline fame. In a TV spot by McCann HumanCare, Pinksy appears in an empty stadium that, he says, could be filled many times over by the nearly half of all men under 40 who suffer from ED. The ads will run alongside Pfizer’s Make The Call campaign, by Digitas, which links ED to more serious health problems, such as high blood pressure and diabetes. Last month, Pfizer told MM&M it was working on a new DTC campaign for Viagra , which would include branded television advertising. Also in March, Viagra challenger Levitra returned to branded TV advertising with a 60-second spot designed by BBDO. Levitra is co-marketed in the US by GlaxoSmithKline and Schering-Plough, and the companies have been running a direct-response TV spot since December. The commercial was the first Levitra branded TV ad since mid-2005, while Viagra has not aired branded spots since 2004. Meanwhile, Cialis marketer Lilly Icos debuted a new DTC television ad last month.