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 [email protected]
From the October 01, 2012 Issue of MM+M - Medical Marketing and Media
