| Carreras,
Blondie to be featured in Monaco concert for
Cialis
January 07, 2004
PRINCETON, N.J. — Icos and Eli Lilly
& Co. plan to use punk rock and Puccini
to promote their Cialis
impotence pill as part of a music-oriented marketing
campaign to convert users of Pfizer's Viagra
and win new customers.
A private concert featuring Deborah Harry and
her band Blondie as well as opera tenor Jose
Carreras will be held Feb. 7 in Monte Carlo,
Monaco. The concert, including a duet by the
singers, is part of a series of events intended
to "emotionally connect men with their
partners," the companies said yesterday.
Harry said her participation in the concert
doesn't mean she is promoting the impotence
drug.
Bothell-based Icos and Lilly, the No. 5 U.S.
drug maker, are trying to distinguish their
product from Viagra and Levitra, a new drug
from GlaxoSmithKline and Bayer, in an impotence
market that's expected to double to $4.8 billion
by 2007. Cialis, already sold in Europe, was
approved for U.S. sale in November.
Prescription-drug advertising is banned in
the European Union, forcing drug makers to come
up with alternative ways to get people to ask
their doctors about medications.
Indianapolis-based Lilly and Icos also sponsor
an hourlong radio talk show in the U.K. featuring
discussions about men's health and sexual
dysfunction.
About 120 paired tickets for couples to attend
the Monaco concert will be distributed through
sweepstakes mostly promoted on classical music,
jazz and contemporary adult radio stations in
the United Kingdom, Spain, Germany, Canada and
Mexico, said Angela Sekston, a spokeswoman for
Lilly. The company will pay for transportation,
hotel and a reception before the concert.
There are no plans to bring the "Music
for 2" promotion to the U.S., Sekston said.
No details are complete on future concerts outside
the U.S. either, she said.
Viagra
created the market for impotence drugs in 1998
with a little blue pill that offered an alternative
to the injections and suppositories that had
been the only option for men seeking help in
getting an erection.
Ads for the second impotence drug to reach
the market, Levitra, feature a man throwing
a football through a hanging tire.
Lilly Chief Executive Sidney Taurel has said
ads for Cialis will be less "macho,"
stressing romance and the differences that might
appeal to couples, such as the longer-lasting
effect of Cialis.
source:-http://seattletimes.nwsource.com
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