| Cialis
campaign to go full speed in Super Bowl
January 26, 2004
The advertising campaign for Eli
Lilly and Co.'s new male impotence drug
will go high- profile next Sunday when it airs
a commercial during the Super Bowl, one of television's
manliest and most expensive time slots.
But the ad itself will feature tender moments
between loving couples and is expected to be
the first commercial of its kind to explicitly
state that the drug -- Cialis -- treats erectile
dysfunction.
Lilly declined to say how much it is spending
on the ad campaign but acknowledged this is
its first foray into Super Bowl advertising,
where a 30-second commercial costs an average
of $2.3 million.
Lilly competitors Bayer AG and GlaxoSmithKline
confirmed they also will advertise their male
impotence drug Levitra during the Super Bowl.
But Pfizer has declined to say whether it plans
to buy a 30- second spot advertising Viagra.
Those competitors have tended to use macho
sports-themed ads that never directly express
their drugs' purpose. A recent ad for Levitra
features a man throwing a football through a
tire swing. An attractive woman congratulates
him and then an announcer suggests male viewers
ask their doctors about Levitra because "sometimes
you need a little help staying in the game."
Indianapolis-based Lilly and its Cialis partner,
Washington-based Icos Corp., plan to formally
unveil their more direct and educational advertising
approach today. Because their new ad specifically
says that Cialis
treats erectile dysfunction, federal rules require
that the commercial also disclose the drug's
side effects. Cialis can cause headaches, indigestion,
back pain, muscle aches, diarrhea and a stuffy
or runny nose.
Television viewers watching the Jan. 18 AFC
championship football game between the New England
Patriots and the Indianapolis Colts got a sneak
peek of Lilly's ad. A 15-second teaser showed
a couple relaxing in side-by-side bathtubs on
a bluff overlooking an ocean. A voice-over said:
"Cialis is here. Are you ready?"
That image will be used again during the full
30-second Super Bowl ad but will be interspersed
with images of other couples in tender moments.
Lilly declined to provide any additional details
about the new ad.
"The whole strategy is wrapped around
communicating to couples -- women and men,"
said Matt Beebe, Lilly's U.S. brand team leader
for Cialis. "You'll see couples in relaxing
moments, funny moments, romantic moments."
The strategy is to emphasize Cialis' long-term
effectiveness. The drug can last up to 36 hours,
while Viagra
and Levitra last eight hours or less. Cialis
gives couples "the time to choose the moment,"
said Lilly spokeswoman Carole Copeland.
Some advertising experts said Super Bowl viewers
match Lilly's target audience.
"Perfect. It's so perfect," said
George Evans, executive producer of Indianapolis-based
ASA Productions, an original music and sound
design company.
Evans, who hasn't yet seen the Lilly ad, knows
a bit about Super Bowl advertising. His company's
musical work will be represented at the big
event during a Cadillac spot.
For some companies, it's not worth the millions
to advertise on Sunday, Evans said.
"For a product like Cialis, I can't think
of a better world stage for a product introduction,"
he said. "You're looking at a middle-aged
to older male making up a large proportion of
the Super Bowl audience."
In fact, Super Bowl statistics show that as
many as 30 million of the 88 million who tune
in are men over 40, Cialis' target audience.
Levitra also will launch a commercial during
the Super Bowl to capture that audience, but
it will continue to merely tout the brand and
not what the drug is used to treat.
"When you're advertising on a Sunday afternoon
football game, you don't want to get into graphic
detail," said Michael Fleming, spokesman
for GlaxoSmithKline.
Lilly said while its ads will outline the drug
and its uses, it will do so in a tasteful manner.
"What you won't see are a bunch of innuendos
or suggestions," Beebe said.
Lilly's television commercials won't stop with
the Super Bowl -- and they will be supplemented
by print ads.
"You'll see it Sunday, Monday through
Friday and on the weekends," said Beebe.
"We will be using the Super Bowl simply
as a springboard for a whole marketing (campaign)."
Though Lilly is not saying how much the entire
campaign will cost, Ad Age puts the price tag
at $100 million.
source:-http://www.indystar.com
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