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Article: Brand bang for the big-game buck: did Lilly ICOS, Bayer and GlaxoSmithKline get their money's worth with those pricey Super Bowl ads for their erectile dysfunction drugs? With both Cialis and Levitra in the running, could either stand out enough to score a definitive win?(Media Forum)
- Article from:
- Medical Marketing & Media
- Article date:
- March 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Paula Garrett
Consumer marketing manager
for Cialis, Eli Lilly
"Did we get our money's worth? Absolutely. The Super Bowl provided a unique opportunity to not only reach a significant portion of men with erectile dysfunction and their partners, but also to educate them on Cialis and its benefits. Cialis is the first tablet for ED that gives a man and his partner up to 36 hours to choose the intimate moment that's right for them.
The Cialis ad we aired during the Super Bowl was not designed specifically for the Super Bowl broadcast and was not meant to entertain the general population. Rather, the ad was carefully developed to educate ...