RECLAIMING CATEGORY LEADERSHIP

Repositioning an icon to drive relevancy and recapture market share.

The first of its kind, Viagra created the ED drug market. However, the drug company quickly lost share of the market with the launch of longer-lasting competitor drugs. As the landscape changed, Viagra realized it needed to respond quickly and reposition itself to remain competitive and maintain leadership in the category.

Our Approach

To help Viagra reclaim its stake in the ED space, Kelton:

  1. Identified challenges and opportunities in reaching today’s man
  2. Shaped a persuasive and ownable positioning strategy
  3. Uncovered insights to help Pfizer strategically “deposition” competitors
  4. Collaborated with Pfizer to develop Viagra’s online shopping experience

The Outcome

Our work helped Pfizer evolve its messaging and solve some of Viagra’s tactical challenges. We also provided insights and guidelines that Viagra’s agencies used to develop a unique communications and marketing platform. Rather than stick to its “Viva Viagra” campaign – perceived by men as making light of erectile dysfunction – we helped Viagra launch messaging that empowered its target users, significantly lessening client attrition to competitors.

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Mock-up site experiences explored

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