| Viagra
erects stiff defence of Canadian market domination
February 28, 2004
KIRKLAND, Que. (CP) - Pfizer Canada isn't taking
the prospect of competition for Viagra lying
down.
The maker of the world-famous blue pill for
impotence - facing a market challenge from upstart
Cialis, made by Lilly Icos - has formulated
a tuneful new TV advertising campaign. Set to
My Way, the classic song written by Paul Anka
and made famous by Frank Sinatra, the made-in-Canada
commercials features a variety of men - none
professional singers - belting out the tune
in a variety of styles and locations ranging
from the shower to a waterfall.
"My Way is a celebration of good health
and living your life to the fullest," says
Veronica Piacek, who glories in the job title
Viagra Sexual
Health Team Leader.
"The song is so empowering and so well-loved
that it is recognizable across every generation
and cultural background, and it really captures
the fact that a wide spectrum of men from all
walks of life take Viagra."
Like Lilly's new Cialis spots, the 30-second
advertisements comply with regulations requiring
that a prescription drug and the condition it
treats cannot be named in the same commercial.
Viagra
has dominated the so-called erectile
dysfunction market with more than four million
prescriptions filled in Canada since it was
launched in 1999.
But Cialis is moving in after a Federal Court
decision Feb. 11 quashed Pfizer's bid for a
patent injunction to block the Lilly drug.
source:-http://www.canada.com/health
|
