Pfizer switches agency for Viagra ads

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The three-way war in the $2 billion-a-year category of prescription drugs that treat erectile dysfunction has claimed an initial casualty.

Pfizer, the maker of Viagra, said Tuesday that it would shift the creative duties for its general advertising, including TV and print ads, to McCann Erickson Worldwide in New York from Cline Davis & Mann in New York. The change was reported Monday night on Adage.com.

The work on Viagra for the United States will be led by McCann HumanCare.

The drugmakers estimate only 13 percent of the 30 million men with trouble getting and keeping erections are being treated.
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Rivals Levitra, a Bayer Pharmaceuticals product, and Cialis, marketed under a joint venture of Eli Lilly and Co. and Icos Corp., have a combined market share of 25 percent, with about 14 percent for Cialis and about 11 percent for Levitra.

Cialis’ ads are created by Grey Worldwide in New York.

“Cialis is a very different product, with 36 hours of efficacy, and as a result we have very different advertising,” said Matt Beebe, the of brand team leader responsible for Cialis in the United States for Lilly-Icos in Indianapolis.

His reference was to the average duration of the effects of Cialis, compared with the average four-hour duration of Viagra and Levitra.

By contrast, Levitra has been making more substantive changes in its ads. Levitra, introduced with a campaign infused with masculine imagery like football and former coach Mike Ditka, has softened the tone by adding women to pitches and spicing up the mood with suggestions about improved sexual performance.

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