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Lilly to advertise during Super Bowl
January 29, 2004
It's not just what happens on the field, it's
during the timeouts, when America tunes in.
Whether it's potato chips, luxury cars or office
supplies, advertisers will be looking to get
the biggest bang for their buck, especially
when it takes more than two million of them
to buy 30 seconds.
Eli Lilly and Company and its partner company
ICOS are spending several million dollars during
the Super Bowl on its new pill, Cialis.
"The message is very simple," says
Khoso Baluch with Lilly marketing. "We
focus on couples, we focus on relationship,
we focus on getting people back to a routine
life, what they would normally do."
It's the first big blitz in what promises to
be an all-out marketing war as Cialis looks
to grab market share from Viagra and the current
runner up in the field, Levitra, which is an
official sponsor of the NFL.
As the advertising war unfolds, Lilly says
you won't see a celebrity spokesperson touting
Cialis, much like the approach taken by Viagra.
"Normally when you would look at a spokesperson
is if you don't have any product differentiation.
That would be one reason. The other reason you
would look to have a spokesperson is if the
individual is related to the product. So, for
example, if you were trying to sell something
of golf, Tiger Woods would be linked to it."
However Lilly has already spent millions to
sponsor a PGA Tour golf event. The Cialis Western
Open will be held in suburban Chicago on the
July Fourth weekend.
Lilly expects it will take about two years
and many millions more in ad money to overtake
Viagra. "We see a tremendous opportunity
for Cialis in the United States and clearly
see it as a company, both Lilly/ICOS, this will
be a blockbuster."
By the way, the 60 second Lilly commercial
is scheduled to run early in the third quarter
at a cost of around $4.5 million.
source:-http://www.wthr.com
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