Women and Viagra

Viagra recently launched a new ad campaign that is targeting a slightly different audience. In the past, Viagra has always been marketed towards men; ads used to include middle aged men doing “manly” hobbies or jobs such as fishing or construction work. This time around, Viagra’s creative agency BBDO New York decided to do something differently. In their latest ad, that will be airing next Tuesday October 7th, the “targeted consumer” is no longer the male but the female. It is evident because you wouldn’t be able to tell it was an erectile dysfunction ad from just looking at the commercial; it displays a blonde hair, blue-eyed woman in a tropical setting.

This does not mean that women should start using Viagra; this simply means that the ad campaign is designed to double the products audience by marketing the drug to women, especially since sales have dropped significantly in the past year. Since drug patents last 20 years, once the patent for the erectile dysfunction drug is lost, generic drugs from Europe will start flooding the marketplace, crushing out major brands such as Viagra, Levitra and Cialis. Increasing the market outreach will potentially lower the risk of Viagra being pushed out by competitors.

Once generic brands enter the market place, I believe Viagra will have to create another ad campaign to make-up for customers lost to generic brands. Viagra will either have to lower the cost of the drug, or have BBDO New York create another commercial that markets why Viagra is better than competing brands. Either way, I don’t think Viagra will be completely pushed out by other brands because it has had such a presence in the marketplace for so long. Generally people are brand loyal and when it comes to something as personal as erectile dysfunction, I can see people staying loyal to Viagra’s product to enhance performance.

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